The phrase “drive like a woman” is often used as a sexist term when a driver makes a mistake while driving. But a Norwegian insurance company, Gjensidige Insurance, has used it to laud women’s driving in a marketing campaign.
Focused on road safety, the campaign is nothing to do with gender. It leverages statistics that most women drive the safest on Norwegian roads. Gjensidige Insurance developed this campaign with the advertising agency Anorak.
Kine Werenskiold, agency manager at Anorak, believes if everyone had driven like women, there would be fewer serious accidents and safer roads. “Then it’s strange that the term drive like a woman is a swear word. We will tackle that paradox when we are now on air with a major campaign for Giensidige, under Giensidige’s concept ‘No one knows the day better’.”
Gro Grotle, Giensidige Insurance marketing manager, said it is only natural for them to play a role in helping to ensure that as few injuries as possible occur on Norwegian roads. “This is about injury prevention, and talking about road safety is simply part of our DNA.”
Renate Aspevik, head of marketing at Giensidige, said that with statistics so clear that women drive the safest on Norwegian roads, this is an exciting starting point for communication. “Driving like a woman is really about driving carefully, taking precautions, being focused, and looking after yourself and those around you.”
The agency highlighted the campaign as a tribute from men to women.
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