BURSON-MARSTELLER, Brussels / FORD / 2017
Sweden is one of the most gender-equal countries in the world. Swedes share all from parental leave to household chores. However, only 2 of 10 couples share the driving. Statistics also show that
women cause fewer traffic accidents than men and, in a nationwide poll carried out in preparation for the campaign, only 10% of Swedes believed that men are better drivers than women.
The insights-based idea was to encourage more women to drive by educating Swedish men and women on the road safety benefits of gender equality in the car. A public awareness campaign designed to encourage Swedes to “Share the Wheel” was developed together with the National Road Safety Association, NTF.
The campaign was implemented between September-December 2016 to coincide with events like back-to-school as news hooks for tier one news media.
Digital campaign toolkit was developed for partners and influencers to share: facts, humorous film, Facebook and Instagram ads and Facebook game.
Wave 1: Earned - Tier one news media outreach
1. National/local attitude research
2. Gender equality coalition for road safety
3. Online poll by Sweden’s biggest newspaper
Wave 2: Organic – Influencers
1. Key influencers own social media
2. Video by Swedish Minister of Infrastructure
3. Dealership own events and campaigns (Women’s nights)
Wave 4 – Organic Facebook Gamification
5. Facebook Game where people could “share the wheel” to win a road trip on route 66 promoted organically
Wave 5 – Earned – Tier one media
6. Op-ed in Sweden’s biggest newspaper on Christmas Day encouraging Swedes to “Share the Wheel”
7. Online poll by Sweden’s biggest newspaper
Tier 1: Media outputs
All but one tier 1 Swedish dailies wrote about the campaign with Sweden’s largest newspaper Aftonbladet, publishing an op-ed co-signed by Ford and two of its own polls surveying attitudes to sharing the wheel.
Tier 2: Target audience outcomes
The Swedish Minister of Infrastructure endorsed Ford’s campaign with a video encouraging Swedes to “Share the Wheel” which helped change perceptions amongst the target audience. A follow-up independent third-party nation-wide opinion poll showed the campaign resulted in a 65% shift in public opinion with twice as many Swedes today feeling it is “very important” to share the driving equally.
Tier 3: Business outcomes
Six months after campaign start, twice as many women said they would consider buying a Ford according to independent third-party research commissioned by Ford. The same research showed that spontaneous brand awareness amongst women increased by 3% from 16% to 19%.