British Gas Marketing Head to take on 3,000 mile Atlantic row with all-female crew

A team of working mothers including British Gas New Energy Platforms Head of Marketing and Brand, Felicity Ashley are marking International Women’s Day with a commitment to “The World’s Toughest Row”; rowing across 3,000 miles of Atlantic ocean over 40 days in a 26ft boat.

The crew, which is made up of four women with 11 children between them, have named themselves The Mothership.

The race, known as The Tallisker Whisky Atlantic Challenge, will begin on 12th December and see the team row, unaided, from La Gomera, Canary Islands to Antigua. During the crossing they expect to encounter 50 foot waves, sharks and capsizes.

They will be supported by an all-female creative team at integrated content agency, The 10 Group, who will be driving external profile and raising awareness.

The team’s commitment marks the start of a mission to champion change for women as they tackle a male dominated sport with a female-only crew. Fewer than 100 British women have rowed an ocean as part of an all-female crew, and Felicity sees this as an opportunity to inspire progress for the next generation.

Felicity Ashley, Head of Marketing and Brand, New Energy Platforms, British Gas, says: “We are doing this to inspire other women and children to dream big and challenge themselves to achieve their goals, whatever they may be. More people have been to space than rowed an ocean, and we want to show that you can achieve anything with the right mindset and that gender shouldn’t be a barrier.”

Elaine Stern, CEO, The 10 Group, says: “It is a real honour to be joining Felicity and her team on such a powerful mission. Each year, International Women’s Day acts as a moment of reflection for all of us within the industry – not just on our progress so far, but on the work that’s yet to be done in the fight for gender equality. We are proud to be supporting The Mothership as they break new ground for  such brilliant causes.”

As part of the challenge, The Mothership will be raising money for two charities; The Felix Fund, which provides welfare support and financial assistance to military and police personnel who have conducted or assisted with explosive disposal duties, and Noah’s Ark Children’s Hospice, a charity helping seriously unwell children and their families through clinical, practical and emotional support.

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