78. #SheDrives by Nissan in Saudi Arabia
On September 26, 2017, Saudi Arabia lifted its ban allowing women to drive which meant that women will be allowed to drive from June 2018. This reform was a historic move for women empowerment in the country. While many of the women in different parts of the world have been driving for ages, we might fail to understand the impact the decision had on the women in Saudi Arabia. Because of the strict laws and restriction on women this legal reform somehow liberated the women in some form.
The decision was met with various reactions and the acceptance by the society was a little difficult. The women and their families experienced the earlier hesitation to be driving for the first time. The women majorly nervous and their families a little sceptical of if they would be able to do it. Jokes like ‘the decision will cause more accidents’ were floating around which impacted the already wavering confidence of women. Women needed that first push from their families to take their first step towards driving.
Nissan picked up this insight and created a beautiful campaign around it called #SheDrives. The company identified a few aspiring women drivers and facilitated their driving licences. They also provided the women with personal coaches. Now, that sounds simple, right? But, it’s not! The lessons were not given by just anyone. The brand convinced the men in these women’s life to give them these lessons.
The ladies were given lessons by their husbands, fathers, and brothers guiding them through their first driving experience. This made the women more comfortable, and confident. Seeing the confidence the men in their family had in them helped them overcome the initial hesitation.
The campaign was globally recognised by PR Gold Lion Award at Cannes Lions International Festival 2018. It is one of the most creative and thoughtful campaigns highly appreciated by the public.
The decision was met with various reactions and the acceptance by the society was a little difficult. The women and their families experienced the earlier hesitation to be driving for the first time. The women majorly nervous and their families a little sceptical of if they would be able to do it. Jokes like ‘the decision will cause more accidents’ were floating around which impacted the already wavering confidence of women. Women needed that first push from their families to take their first step towards driving.
Nissan picked up this insight and created a beautiful campaign around it called #SheDrives. The company identified a few aspiring women drivers and facilitated their driving licences. They also provided the women with personal coaches. Now, that sounds simple, right? But, it’s not! The lessons were not given by just anyone. The brand convinced the men in these women’s life to give them these lessons.
The ladies were given lessons by their husbands, fathers, and brothers guiding them through their first driving experience. This made the women more comfortable, and confident. Seeing the confidence the men in their family had in them helped them overcome the initial hesitation.
The campaign was globally recognised by PR Gold Lion Award at Cannes Lions International Festival 2018. It is one of the most creative and thoughtful campaigns highly appreciated by the public.
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