Bogotá, Colombia, has a new alternative to expand access to public transportation, create jobs in the new green economy and increase opportunities for women. In a culture where jobs are often defined based on sex, one issue is for companies to seek to hire women.

It all starts with a change in perception to understand the types of work that women can do, says IFC's Diana Rodríguez Ramírez. La Rolita is a public-private company jointly owned by the city and Enel, a global green energy player, as a minority shareholder.