Hasta La Creative!

To improve gender equality in all cars, Forsman & Bodenfors recently launched a global campaign called The E.V.A. Initiative together with Volvo Cars, in which 40 years of research was shared with the world.

As part of that same initiative, we have created a print ad for Volvo Car Sweden. An ad that reveals your chances in a car crash by measuring the size of the hand. Since most crash test dummies are based on the average male, the hand inside the ad is based on those same measurements. So, if your hand doesn’t fit — you may be more likely to get injured in a car crash.

That’s the deadly truth about a world with male-dominated crash tests. But Volvo Cars has collected crash data since the 1970’s to better learn what injuries arise in different accidents for men, women, and children. The ad will be running in Sweden’s biggest newspapers such as Dagens Nyheter, Svenska Dagbladet, Göteborgs-Posten, and more.