In celebration of International Women’s Month, Shell launches the “Women! Drive The Future” campaign. This aims to empower women to take control of their future and help erase the stigma against women drivers.
On March 16, Pilipinas Shell invited members of the media–mostly women–to meet its five campaign ambassadors. Race car driver Michele Bumgarner, Girls Racers club directress Rowie Abracero, and Baby Barangay online show hosts Bianca Santiago-Reinoso, Kelly Misa-Fernandez, and Patty Laurel-Filart led the discussion about driving out the stereotypes and supporting equality among male and female drivers.
Empowering women drivers
“Women! Drive the Future” aims to help drive out gender stereotypes. It also supports the many meaningful journeys women embark on every day. It serves as a call-out to all women to embrace their capability, embrace their passions, and go where they want to go.
“We want to bring together women to talk about how they take on the road ahead of 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.
With a goal to continuously enhance the journeys of their female customers, Pilipinas Shell has come up with several initiatives. Among them is partnering with SM Advantage to create a loyalty program that rewards women drivers 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.
Women on Wheels
To strengthen their movement, Pilipinas Shell has teamed up with leading driving school network in the Philippines, A-1 Driving School. With their expertise in providing driving education, A-1 supports the campaign’s goal to break the stigma through knowledge sharing.
Luna Garcia, A-1 Driving School business development head, pointed out the dependency of Filipinos in learning how to drive through informal means. And with the increasing number of female drivers on the road, they came up with a program to equip female drivers on the road with proper driving knowledge that will help in proving wrong the stereotypes placed on them.
The “Women on Wheels” program tackles road safety—from identifying road signs to changing tires. “We want to emphasize that there are numerous preventive measures that we can take to minimize accidents. You start with following the rules, driving defensively, and ensuring proper vehicle maintenance,” Garcia noted.
“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.”
During the event, the five ambassadors together with host Riki Flo of Magic 89.9 participated in the hands-on demonstration of A-1. They were given refresher lessons on tire changing, dealing with a dead battery, and performing a lubricant check. This is a snippet of what female drivers can learn when they sign up for A-1 Driving School’s Women on Wheels program.
The event is first of three activations in spreading the call for women to drive the future. Shell and A-1 will also mount similar events in Cebu and Davao.