| Title | Alcohol |
| Brief | Context & objectives:On the road, misogynistic beliefs persist: men would master their driving better than women. Yet, it only takes to consider stats on the matter to attest that this idea is nothing but groundless. In fact, 84% of deadly road accidents are perpetrated by men.All in all, what men can do best to stay alive on the road is to adopt “women’s driving”.The amount of road accidents would considerably decrease, therefore the victims.The campaign thus aims at initiating a raise of awareness among men drivers to provoke a turn of mindsets and ways in that same audience.Campaign's levers & creative idea:- Print and DOOH (300 prints + digital display) deployed in the Parisian subway hallways from last May 9th to May 15th. Campaign’s visuals showcased men behind the wheel with a straight headline: “Drive like a woman”, to startle travelers and underline the issue. In order to support our point, a QR code led to a dedicated page of NGO Victimes & Citoyens website with additional stats, infos and sources.- Social media, with a X Chatbot active for 2 weeks in parallel to the print campaign. This device allowed Victimes & Citoyens to automatically confront every tweet mentioning the key words and hashtags “conduire comme une femme” or “femme au volant” (pejorative French calling for woman driver) with an undeniable argument and campaign stats & message. |
| Agency |
Monks
|
| Campaign |
Drive Like A Woman
|
| Advertiser |
Victimes et Citoyens
|
| Brand |
Victimes et Citoyens
|
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| Date of First Broadcast/Publication |
Subscribers Only
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| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Media Type |
Print
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| Creative Director |
I....im S..k Subscribers Only
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| Copywriter |
T...ma C....in Subscribers Only
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| Program Manager |
A...t M...ur Subscribers Only
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| Photographer |
R...N J....NO Subscribers Only
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| Art Director |
..n ..n M....er Subscribers Only
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| Account Director |
Ma.....ne M...e Subscribers Only
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| Program Manager |
G...am K..n Subscribers Only
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