Business challenge: to transform automotive safety from something traditional and expected into a meaningful and relevant movement in line with Volvo’s purpose and brand strategy. In specific, the challenge was to celebrate the 60th anniversary of Volvo’s safety belt.
Our category finding: 80% of all car purchases were influenced by women+ their top priority: safety. Yet 3 in 4 women feel misunderstood by the industry.
Second finding: An equality issue in the auto industry. Women are 71% more likely to be injured in and 17% more likely to die in a car crash. The reason? Most crash test dummies are only based on the average male.
We conducted stakeholder interviews, consumer surveys, studied Volvo’s proprietary and third-party safety research, read NCAP testing protocols, SEO analysis, more than 100 hours of desk research including press from 1960 and onwards.
Learning: most crash tests are based on men. When a female dummy is used, it is often simply a scaled-down male dummy. But anatomical differences between men and women are crucial when it comes to car safety, so when automakers ignore them, the results are fatal.
To move forward, we looked back. We found an incredible insight rooted in Volvos Accident Research Team. They have since 1970s gathered real-world data from more than 43.000 crashes to learn what happens during a collision. Volvo sees that men and women appear equally, and by using equal data they design equally safe cars. Volvo also supported the development of the world’s first female crash test dummy.
Therefore, we challenged Volvo’s original brief. The objective was not only to address the issue, but to close the gender crash gap.
Volvo’s philosophy has always been to put safety of people before business. 60 years ago, they gave away their three-point safety belt patent. So, we thought: what if we could get Volvo to make cars safer for everyone, once again? Even if it meant risking their core USP.
That’s exactly what we did. To make all cars safer for women, we collected all of Volvo’s safety research from more than 40 years of testing and made it available to everyone. By creating a digital library with data, the research became open and free to any company to learn from.
But data can be boring, so we gave the numbers a face and showed how the injustice personally affects women in a global campaign with film, print, social, outdoor, and PR.
The campaign quickly became news and sparked a global conversation about equal road safety, both within and outside of the industry. Most downloads came from China, where the campaign didn’t even run, and was even picked up and appraised by the European Commission. Volvo Cars Brand Share of Voice online exceeded Audi, Land Rover and Volkswagen in the period.
Campaign site visits first month: 850.000+
Downloads from library: 20.000+
Film views: 135.000.000+
+900 news outlets
Earned media reach: +500M
SoMe reach: +100M
SoMe impressions: +290M