The Drum Awards for Marketing EMEA - Awards Show

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Client: Volvo
Date: Apr 2019
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To improve gender equality in all cars, Forsman & Bodenfors recently launched a global campaign called The EVA Initiative together with Volvo Cars, in which 40 years of research was shared with the world.

As part of that same initiative, a print ad was created for Volvo Car Sweden. An ad that reveals your chances in a car crash by measuring the size of the hand. Since most crash test dummies are based on the average male, the hand inside the ad is based on those same measurements. So, if your hand doesn’t fit — you may be more likely to get injured in a car crash.

That’s the deadly truth about a world with male-dominated crash tests. But Volvo Cars has collected crash data since the 1970's to better learn what injuries arise in different accidents for men, women, and children. The ad will be running in Sweden's biggest newspapers such as Dagens Nyheter, Svenska Dagbladet, Göteborgs-Posten, and more.

”With more than a million people globally dying in road crashes every year, this ad literally puts the finger on one of the big problems the world is facing. The work Volvo Cars does to tackle the problem, highlighting that women risk being injured to a higher degree than men, is truly admirable”, said Leo Dal, one of the creatives behind the campaign at Forsman & Bodenfors in Gothenburg, Sweden.


Agency: Forsman & Bodenfors

Client: Volvo