In celebration of International Women’s Month and Pilipinas Shell’s 105 years in the Philippines, the global leader in power and energy is launching a campaign to provide a platform that will empower women to take control in making the future and help erase the stigma against women drivers.
Dubbed “Women! Drive the Future,” the campaign aims to help drive out gender stereotypes and support the many meaningful journeys that women embark on every day. It serves as a call-out to all women to believe in their capabilities, 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.
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With a goal to continuously enhance the journeys of their female customers, Pilipinas Shell has been coming up with several initiatives such as partnering 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.
And to strengthen their movement to empower women, Pilipinas Shell is partnering with the 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.
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Luna Garcia, A-1 Driving School Business Development Head, pointed out the tendency of Filipinos to learn 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 with proper driving knowledge that will help break the stereotypes.
“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,” Garcia said,
The event was the first of three activations in spreading the call for women to drive the future. Pilipinas Shell, along with their partner, A-1 aims to flip the stigma against female drivers and empowering all women across the country with upcoming events in Cebu and Davao.