The name of the action, which was curated by Dionisio.Ag, was stamped on a wall at Beco do Batman, in So Paulo
Darwin Seguros launched an action that aims to give visibility to machismo and gender violence faced by women in traffic, entitled “Yes, She Drives”.
The campaign was curated by Dionisio.Ag and began on February 27 with an urban intervention, close to Beco do Batman, located in So Paulo.
The facade of a wall was emblazoned with tweets about women who went through different situations of disrespect behind the wheel. Next, the São Paulo artist Amina signed the gravite with the phrase that names the action.
“As a brand, we inverted logic. Instead of teaching people about insurance, we want to educate the market about people. More than selling the product, we want to be part of the solution to social problems. Of the 26 million National Driver’s Licenses (CNHs) issued in the state of So Paulo, only 37% are women and when we look at the testimonials collected for the action, it is clear why. Yes, She Drives emerged to bring reflection, indignation and attitude towards this problem faced by millions of women every day, says Marcelo Balas, Head of Marketing at Darwin Seguros.
To heat up the debate, the brand invited four digital influencers, namely Karen Jonz, Tain Muller, Camila Lopes and Ryane Leo, to share their experiences in traffic and encourage more women to participate in the movement.
