The Cannes Creative Strategy Lions Grand Prix was bestowed upon “The E.V.A. Initiative” for Volvo automobiles from agency Forsman & Bodenfors, Gotenberg, Sweden. “E.V.A.” stands for Equal Vehicles for All, the point being that women are 71 percent more likely to be injured in car accidents–and 17 percent more likely to die. This is due primarily to most vehicle manufacturers basing their safety measures on male test crash dummies. Volvo has bucked that norm and introduced an initiative to share its crash test research to help other automakers produce safer cars.
Creative Strategy Lions jury president Tracey Follows, founder, Futuremade, said: “Starting from one hereto unobserved data insight about how women in the world were catered for, it transformed how we saw the whole world and gave a fresh take on safety to refresh and reinvigorate Volvo.”
This case study video delves into the campaign and its positive impact.
