In June 2018, for the first time, women will be allowed to drive in Saudi Arabia. But the societal shift still has to convince women themselves, who continue to lack in confidence. #SheDrives is a Nissan initiative that wants to help women overcome their doubts.
For years, brands have been struggling with the polarity found between existing mindsets in the Kingdom leaving marketers and brand owners alike with little other than opting for ‘safe routes’ when communicating with Saudi Women. #SheDrives is an illustration and discovery of how brands can play a bigger role in the lives of Saudi Women.
Women in the Kingdom of Saudi Arabia (KSA) have never been allowed to drive, but there has been a major social change recently, picked up by media around the world: the ban will be lifted in June, 2018.
Despite the new freedoms, many men are reluctant to embrace the change. In this video, produced by Nissan, Saudi women talk about why they are hesitant to learn to drive because of family opposition.
In this campaign, which encourages women to embrace the exciting prospect of becoming fully licensed drivers in 2018, Saudi women talk about why they are hesitant to learn to drive because of family opposition. And this is where Nissan stepped up, by arranging a special driving lesson, with unexpected instructors: the fathers, husbands, and brothers, of the women.
The change in the law on women driving is part of a larger social change in Saudi Arabia, which also includes the opening of the country’s first cinemas.
Hussein M. Dajani, Nissan’s General Manager – Digital Marketing – Africa, Middle East, Turkey, and India, explained: “Nissan fully supports Saudi women on their journey. The video is touching and funny at the same time, and our hope is that it is seen as supportive. Given the interest today in women’s rights across the world, the video is timely and meaningful far beyond Saudi Arabia’s borders, and for that reason, all markets in which Nissan operates are driving the story on their channels.”