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2020 One Show - Creative Use of Data

The E.V.A. Initiative

Agency Forsman & Bodenfors / Gothenburg

Client Volvo Cars
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Annual ID

OS_CU20_026M

About the Work

Most cars are designed for the average-sized man and mainly tested on male crash test dummies. As a result, women are less safe and more likely to get injured in a car crash. In fact, they are 71% more likely to be injured and 17% more likely to die But not when it comes to Volvo. They have gathered real-world data since the 1970s to learn what happens during a collision — regardless of size or gender. This has made Volvo cars equally safe for all people. So, we thought: what if we could share this research to make all cars safer for women? And that’s exactly what we did. For the first time ever, anyone could download 50 years of research and learn how it has led to some of Volvo’s most innovative safety systems. But data can also be difficult to grasp. So we gave the numbers a face and created EVA who became the embodiment of Volvo’s safety search. We then showed how this inequality personally affects women in a global campaign with film, print, social, outdoor, and PR.