Pilipinas Shell drives out the gender stereotypes with their newest campaign — Women! Drive the Future
On its 105th year in the Philippines, the global leader in power and energy, Pilipinas Shell, launched a woman empowerment campaign in time for the International Women’s Month celebration. Dubbed “Women! Drive the Future”, the campaign aims to help women take control in making the future and erasing the stigma against women drivers. To support the meaningful journeys that women embark, Pilipinas Shell drives out gender stereotypes through this campaign, letting all women embrace their capability to believe in themselves, pursue their passions, and go wherever they want to.
“We want to bring together women to talk about how they take on the road ahead and how they can use this to take control of their lives. We at Shell believe that, through this campaign, we will be able to better understand and subsequently address the needs of every female driver,” said Vanessa Ejercito, Shell FuelSave Brand Manager.
Rewarding opportunities for women
To enhance the journeys of their female customers, Pilipinas Shell partnered with the country’s biggest retailer, SM Advantage, to create a loyalty program and reward them with exciting shopping opportunities every time they gas up. Shell stations are also designed to provide convenient, refreshing retail experience — from putting up well-appointed comfort rooms to offering a wide range of healthy products at Shell Select and Deli2go.
Pilipinas Shell partners with A-1 Driving School
In addition to the campaign, Pilipinas Shell partners with A-1 Driving School, the leading driving school network in the Philippines. With their expertise in providing driving education, A-1 supports the campaign’s goal to break the stigma through knowledge sharing. According to A-1 Driving School Business Development Head Luna Garcia, many Filipinos learn how to drive through informal means — either a family member or a friend teaches them how to drive.
Women on Wheels program
With the increasing number of female numbers on the road, they came up with the “Women on Wheels” program to equip every female driver with proper driving knowledge that will help in erasing the stereotypes placed on them. The program tackles road safety — from identifying road signs to changing tires. They also want to emphasize that there are many preventive measures to minimize accidents, starting with following the rules then driving defensively, and ensuring proper vehicle maintenance.
“We believe that driving is a skill that every woman should have. And through this program, we foresee a future where there will no longer be a distinction of gender but only between an educated and misinformed driver.”
Empowered women, empowering women
Present in the campaign launch were race car driver Michele Bumgarner, directress of the Girls Racers Club Rowie Abracero together with Baby Barangay members Kelly Misa-Fernandez, Patty Laurel-Filart, and Bianca Santiago. These empowered women openly shared their experiences on driving as well as their opinions about equality amongst men and women on the road.
Hands-on demo with A-1 Driving School
There was also a quick hands-on demo organized by A-1 Driving School which included tire changing, dealing with a dead battery, and performing a lubricant check. The launch is just first of three activations that are set to spread the call for women to drive the future. Pilipinas Shell, along with A-1 Driving School aims to flip the stigma against female drivers and empowering all women across the country with upcoming events in Cebu and Davao.
For more information about the campaign and program, you may visit www.shell.com.ph and follow them on Facebook.