On September 26, 2017, Saudi Arabia lifted its ban allowing women to drive. The Kingdom’s historic move inspired us to come up with an unconventional initiative, by offering a group of young women the chance to get behind the wheel for the first time in their lives.
#SHEDRIVES: HOW DID WE MAKE IT?
To empower women to become licensed drivers, we surprised aspiring motorists with a driving lesson like no other: Husbands, fathers and brothers took on the role of instructor, showing their solidarity to this new vision of the future.
PARTNERING WITH NAJM
As women are now driving in Saudi Arabia, and some are showing signs of hesitation, we partnered with Najm for Insurance Services to provide our mothers, sisters and daughters with reassurance about their safety on the roads.
#SHEDRIVES: FORMULA E
After achieving the best time record and locking the first place at the Saudi Time Attack championship, 19 year old Reem Al-Aboud has been recorded as the first and youngest Saudi woman to drive Formula E's 'next generation' cars.
Once the #SHEDRIVES hit the road, we used the power of social media to be sure everyone got involved. Tips, driving advice, safety rules, and general instructions were shared, transforming it from a hashtag, into a completely collaborative movement.