Drive Like a Woman, Your Life May Depend on It

May. 23, 2024

In 2022, 84% of fatal road accidents in France were caused by men. But a common misconception by men worldwide is that women can’t drive as well as men. Digital-first marketing, advertising, and technology services company Media.Monks created a new campaign for Victimes & Citoyens, an association that provides support to victims of traffic accidents and creates awareness about road safety, to stop people in their tracks with a hard hitting campaign that is spreading on social channels and in the news globally.

Media.Monks found that if you type the words "woman behind the wheel" into X it brings up a torrent of sexist posts. The team looked into these posts and it was clear none of them had any statistical or factual backing behind their claims. So the team used a bot to shift the conversation towards the truth, at speed.

Pauline Butor, Managing Director at Media.Monks France, said:

“This is the perfect example of how marketing can change people’s thinking. This surprising stat to some highlights a very real truth - that in France, men are more dangerous behind the wheel than women. The fix? Drive like a woman.”

 

Julien Thibault at Victimes & Citoyens, said:

“The campaign aims to raise awareness among male drivers to provoke a change in mindset and consequently in behavior”