Even though female driving shows, through numbers, to be more careful, only 35% of the driver's licenses issued in the country belong to women. Since 2021, Chevrolet Tracker has chosen to connect with women, an audience with a strong affinity for SUVs but neglected by the automotive industry, embracing an urgent cause: female empowerment in traffic. If women dedicate almost twice as much time as men to caring for others or household chores, according to a Gender Statistics survey conducted by the Brazilian Institute of Geography and Statistics (IBGE), we could not only make the streets of the country safer but also offer more free time to those responsible for caring for everyone.

What a black philosopher, a neurodivergent model and a transgender fashion designer have (not) in common? The lack of opportunity to get their driver's license. Until now.

In partnership with "Plano de Menina," a social project with the mission of empowering girls from underprivileged areas, we create a movement offering driver's licenses to women in financial vulnerability to make the streets of the country more inclusive and safer We invited the philosopher, researcher, and black writer, Djamila Ribeiro, who had never gone through the process to obtain her driver's license, to be our ambassador and go through this process alongside other women, accompanying their challenges, progress, and difficulties.

Even though women are 54% of Brazil's population, only 35% of the driver's licenses issued in the country belong to women. Only 18 out of 100 adult women were licensed to drive. Since 2021, the primary communication target audience for the Chevrolet Tracker has been women. However, if this audience is neglected by the automotive industry, how do we bring them closer? By understanding the current scenario related to women and creating ways to facilitate their participation in traffic. We started with a national call on social and tv, foster discussion on social media and engage more women and donors in the action. In addition to showing Djamila's journey towards her driver's license, other influencers also pursued obtaining a license - such as Thaynara OG, Jê Soares, Manu de Araújo, Carla Akotirene, and Isa Silva.

In partnership with "Plano de Menina," a social project with the mission of empowering girls from underprivileged areas, we found the way: offering driver's licenses to women in financial vulnerability to transform the streets of the country into safer places for everyone. We invited the philosopher, researcher, and black writer, Djamila Ribeiro, who had never gone through the process of obtaining her driver's license, to be our ambassador and go through this process alongside other women, accompanying their challenges, progress, and difficulties.

Other influencers - such as Thaynara OG, Jê Soares, Manu de Araújo, Carla Akotirene, and Isa Silva - also seeking a driver's license, shared their fears and processes, creating a community of women who, together, aim to change the country's traffic. To make the driver's licenses possible, we worked with funding driven by both other brands and civil society.

In terms of reach, the campaign achieved 51.7 million views, marking a 488% growth compared to the 2021 campaign with the same budget. The most prideful achievement: 336,269 women enrolled and 200 women in financial or social vulnerability applying for a driver's license.

We experienced the best engagement rate in the brand's past 2 years. Additionally, there was good results on brand lift (Source Kantar, far above category average): +21% in uniqueness, +11% in likeability +10% in attention, +6% in relevance. This also generated a positive lift in brand attributes: +14 in advanced technology, +14 in luxurious, +11 in meets my needs, +10 in fits me. Overall it helped to elevate brand perception in a very challenging category: SUV.