FlyShe Campaign Addresses Gender Imbalance Throughout the Aviation Industry


Published on October 9, 2018

We’ve been busy working with Europe’s largest regional airline to launch FlyShe, a programme aimed at inspiring the next generation of young women to consider a wider variety of high trust career options when they grow up, such as becoming a pilot, engineer or a member of senior management.

FlyShe is designed to highlight and help address the huge talent shortage in the aviation industry by inspiring young girls and women to consider roles that are traditionally male-associated.

The campaign includes a new online hub, flyshe.co.uk, and the development of a number of regional initiatives. These include sending female pilots and engineers into the classroom to engage with pupils and supplying educational materials for schools to host their own sessions.

This year, Flybe has also offered two young women places on its new engineering apprenticeship scheme which encourages women to embark on careers in this crucial sector.

“Aviation is still very much a male-dominated industry. There are many reasons for this gender imbalance, but the main one is that the pipeline of female talent in engineering and piloting is simply not there,” explains Christine Ourmières-Widener, who started her own working life as an engineer in an airline maintenance department, and is the UK’s only female airline CEO and one of only a few in the world. She is also the first of only two women appointed to the governing body of the influential International Air Transport Association (IATA).

PR Week