Gender Balance

Mining has never been an obvious career choice for women. In 2016 only 17.6% of BHP's global workforce was female. The business set an ambitious target of gender balance by 2025. BRX's job was to support them by developing a campaign in Australia, to shift perceptions and get more women to consider and apply for a career in mining. The campaign 'Why not you?' opened the door to women new to the industry. Then 'Why BHP?' made the case to experienced female talent. By mid-2025 women made up 41.3% of the workforce, putting BHP ahead of its schedule toward gender parity. That's a 147% increase from 2016 to 2025.