The E.V.A. Initiative
Sharing more than 40 years of research to make all cars safer for women
Women are more likely to be injured in a car crash. The reason? Most cars are based on the average male. But since Volvo has collected real-world data since the 1970s – regardless of gender or size – its cars protect all people equally.
So, what if we could share this data to make all cars safer for women?
Volvo’s philosophy has always been to put people first. So, 60 years after Volvo gave away the three-point safety belt patent, we decided to make cars safer for everyone – once again.
And that’s how the E.V.A. Initiative was born. By gathering more than 40 years of Volvo’s safety research, we made it available for all other carmakers to download in a digital library. With data from more than 43,000 collisions and 72,000 people, the research became open and free for any company to take learnings from.
For the first time ever, anyone could download this research and learn how it has led to some of Volvo’s most innovative systems.
For the first time ever, anyone could download this research and learn how it has led to some of Volvo’s most innovative systems.
But data can also be difficult to grasp. So we gave the numbers a face and created EVA who became the visual embodiment of Volvo’s safety research. We then spread the word in a global campaign with film, print, social, outdoor and more.
Campaign Results
The E.V.A. Initiative quickly became news and sparked a global conversation about equal road safety. It was covered in hundreds of media outlets, featured on morning TV shows, and lauded by the European Commission. It also created a debate within the auto industry as other carmakers embraced the initiative.
But most importantly, the data has been downloaded more than 25,000 times, which gives hope that EVA can continue to make all cars safer. Today, it is listed as one of Volvo’s most important inventions ever, together with pioneering innovations such as the three-point safety belt and the rear-facing child seat.
Campaign summary
With The E.V.A. Initiative, we made more than 40 years of safety research available for everyone to download through a digital library. A first-of-its-kind initiative and previously unseen transparency in the automotive industry. Since the data is still available to download, we hope it can continue to make all cars safer in the future.
Awards
Cannes Lions Grand Prix
- 2 Gold
- 3 Silver
One Show
- 1 Best of Show
- 1 Gold
D&AD
- 1 Graphite Pen
- 5 Wood Pen
Eurobest
- 2 Grand Prix
- 8 Gold
- 1 Glass (The Award for Change)
Webby
- 2 Winners
Attribution
Locations
Capabilities