Renault: I Drive Like a Woman

In the last few years, many subjects related to women’s fights towards a more gender equal world were discussed in the general media, especially on online social channels. Therefore, Renault had to be a part of this conversation and use their channels to spread a message that could make a difference on women’s goals.When analyzing women in the auto universe, we found data proving that the stigma created towards them did not match the numbers:
70% of traffic violations are caused by men.65% of men advance on an amber light and only 15% of woman do this.71% of traffic accidents are caused by men.xWith that in mind, all the stigmas women face in traffic were listed. Which assisted Renault’s creation team to notice a common pejorative Brazilian expression: “You drive like a woman” – men and women use this expression every time someone makes a mistake while driving – and the awareness campaign development began, to overturn a bias that still exists against women.xThe idea was to invite everyone to drive like women, becoming more cautious, causing fewer accidents, and being less offensive.
Two Brazilian celebrities were hired to launch the campaign, a male and a female. They posted a video on their Instagram, comparing the number of accidents caused by men and women in traffic. In addition to that, they showed how proud they are for driving like a woman and invited all of their fans to use the hashtag and fight against this stigma.