Drive Like a Woman • A Provocative Campaign to Drive Road Safety

Victimes & Citoyens, a French association dedicated to supporting traffic accident victims and promoting road safety, sought to challenge entrenched stereotypes about women drivers and confront a stark reality: that 84% of fatal road accidents in France are caused by men. Despite this statistic, the pervasive myth that women are worse drivers than men endures, often reinforced by sexist comments online. To tackle this issue, Monks partnered with Victimes & Citoyens to create a bold, data-driven awareness campaign that not only shattered misconceptions but also encouraged safer driving behavior. The message was clear: drive like a woman.

The campaign combined impactful visuals with cutting-edge digital engagement. Billboards across France displayed the startling statistic—84% of fatal road accidents are caused by men—to grab public attention and spark conversation. To amplify the message online, Monks developed a chatbot specifically for X. This bot was programmed to identify misogynistic posts about women drivers and reply with irrefutable, data-backed arguments debunking their claims. By directly engaging with sexist narratives in real time, the social campaign utilized AI to shift the conversation from stereotypes to facts, harnessing both the power of traditional media and the immediacy of social platforms to drive awareness.

The social campaign struck a chord, garnering widespread attention and challenging deeply ingrained stereotypes about driving. By confronting misinformation with hard-hitting statistics and leveraging innovative digital tools, Monks and Victimes & Citoyens succeeded in igniting a conversation about road safety. The initiative not only raised awareness but also underscored the potential of marketing, AI, and digital strategies to drive societal change.