DiDi Australia has partnered with Pedestrian to announce DiDi’s intent to achieve near-equal numbers of men and women drivers.
With the launch of an initial five-year roadmap towards 40:40:20 —a minimum of 40 per cent representation of each gender on the platform—DiDi Australia is committing to greater equality of outcome for its drivers.
It comes after research undertaken by DiDi revealed that the choice to match with other women is the most desired request by both women riders and drivers, with more than 58 per cent of women driver-partners on the platform choosing to only drive during the day due to perceived safety concerns.
The joint campaign with Pedestrian has resulted in Driving, Thriving and D&Ms launching around International Women’s Day, featuring a video of Lottie Dalziel, from waste minimalist company and educator Banish, and Alex Andrews, the co-founder of Verve Super.
Also launching around IWD is a call to action for all Australians to educate themselves on gender inequity and how they can best help the women around them break through the glass ceiling.
Along with launching DiDi’s commitment to addressing the underrepresentation of women in the ridesharing industry, DiDi has announced TripChoice, a new feature providing women driver-partners the option to pick up women riders only.
DiDi Australia spokesperson Michelle Leong (pictured) said: “As DiDi seeks to address gender inequity on our platform, we are seeking the support of the wider Australian community, acknowledging that a lower perception of safety amongst women is not just a rideshare issue, but a societal issue.
“Our partnership with Pedestrian provides a brilliant opportunity to both inspire and educate young Australians, and spark conversations that we hope will reverberate amongst both men and women this March.”
Pedestrian Group’s commercial director, Rachel Tikey, added: “We are exceptionally excited to work alongside DiDi and brilliant humans Lottie & Alex to bring to life ‘Driving, Thriving and D&Ms’.
“It is incredibly important initiatives like this that help ensure women experience a fair world of equal opportunity—now and in future.”
Liz Cambage, Australian basketball star, has taken to social media to criticise a lack of racial diversity in recent Australian Olympic Committee photoshoots, indicating she may boycott the Tokyo games. Cambage is a member of the Australian Opals basketball team, and has played in a number of elite leagues including the WNBL, where she played […]
Massachusetts state attorney Maura Healey has sued Publicis Health, a subsidiary of Publicis Groupe SA, over allegations of deceptive marketing. Healey argued that Publicis Health used unfair, deceptive marketing tactics to sell a powerful, addictive prescription painkiller called OxyContin on behalf of Purdue Pharma. According to the suit, “dangerous opioid drugs continue to kill hundreds […]
B&T’s Research Agency Of The Year, strategic insights consultancy Nature, was a big winner at the Research Society Awards last night, taking home four prestigious honours. Nature won the Research Effectiveness Award for Technology and Innovation for its work for Don KRC; Managing Partner Chris Crook (main photo) was accepted into the Research Society’s Fellowship; […]
Australasia’s leading independent creative company, Special Group, has been named the world’s best Creative and Independent Agency of the Year by one of the world’s most prestigious advertising titles – the United Kingdom’s Campaign. Special Group – which has offices in Sydney, Melbourne, Auckland and Los Angeles – was named Global Agency of the Year […]
The winners of Fast Company’s 2021 World Changing Ideas Awards have just been announced, honoring the businesses, policies, projects, and concepts that are actively engaged and deeply committed to pursuing innovation when it comes to solving health and climate crises, social injustice, or economic inequality. Losing Lena by Clemenger BBDO Sydney was a finalist in […]
Adland's future was on display at yesterday's Young Lions. Sadly, the B&T's editor's plumbers crack was also on display.
A highlight of Australia’s creative calendar, The Design Conference celebrates its 10th conference with a cracking line-up of 20+ speakers when it returns to Brisbane Powerhouse from Wednesday 16 – Friday 18 June 2021. Over the last ten years, The Design Conference has evolved into one of the world’s premier professional development opportunities at the […]
Sydney-based design studio Universal Favourite launched a new branding for US beauty brand Youthforia, whose mission is to make makeup more playful. To appeal to a Gen Z market bored by the minimal aesthetic approach adopted by most beauty brands, Universal Favourite created a maximalist identity. The result is purposefully messy, uncurated, raw.
APRA AMCOS, a music rights management organisation for Australian and New Zealand songwriters and music publishers, has engaged Klarrio to help modernise its IT architecture and accelerate its digital transformation journey. Klarrio, a systems integrator specialising in real-time data streaming and customised IT architecture modernisation, is helping APRA AMCOS migrate from an on-premise, single-threaded processing […]