In today’s technology
driven world, unfortunately there is still discrimination or stereotyping about
women drivers. Amidst the clamor for women empowerment, wherein women are recognized
for exemplary abilities, stigma still prevails against women drivers.
As the world celebrates
the International Women’s Month last March, Pilipinas Shell is also celebrating
its 105 glorious years in the Philippines. Known as the global leader in power and
energy, Shell launched a unique campaign that will provide a platform that
aims to empower women to take the lead in creating a bright future which will
subsequently eradicate the stigma against female drivers.
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| Vanessa
Ejercito, Shell FuelSave Brand Manager |
The campaign is aptly
dubbed as “Women! Drive the Future”, that is geared towards empowering women
drivers redefining the essence of women who drive while crashing down the stereotype
beliefs associated with female drivers. This campaign will support meaningful
journeys that women go through every day. This will also motivate women to
embrace their capabilities, fulfill their full potential and inspire them to go wherever
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 during the media launch last March 16 at
the elegant The Blackbird at The Neilson Tower.
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|
Luna Garcia, A-1 Driving School
Business Development Head
|
Several initiatives were
made by Pilipinas Shell to enhance the journeys of women drivers such as
partnering with the country’s biggest retail giant through SM Advantage Card
that allows cardholder to earn points each time they gas up with Shell. Well- appointed
ladies comfort rooms are provide by Shell gasoline stations for the comfort of
women drivers while Shell Select and Deli2Go has a good array of healthy products
perfect for women.
A solid partnership with
the country’s leading driving school A-1 Driving School will strengthen the
abilities of women drivers. A-1 is in full support in breaking the stigma on
women drivers through information dissemination and education.
With this in mind, a special program was created
called “Women on Wheels” that is centered on road safety which tackles
understanding road signs up to learning basic troubleshooting such as changing
tires.
“We
want to emphasize that there are numerous preventive measures that we can take
to minimize accidents. You start with following the rules, driving defensively,
and ensuring proper vehicle maintenance,” Luna Garcia of A-1 noted.
“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 added.
Gracing the Women!
Drive the Future launch event are International racecar driver Michele
Bumgarner, Baby Barangay members Kelly Misa-Fernandez, Patty Laurel-Filart, and
Bianca Santiago. Also present at the event is Rowie
Abracero, Directress of the Girls Racers club—the first all-female car
enthusiast club in the Philippines. Hosted by Riki Flo of
Magic 89.9, these gorgeous women opened the discussion about driving out the
stereotypes and supporting gender equality on the road.
Later that day during
the launch, the lady drivers participated in a hands-on demonstration conducted
by A-1 Driving School. Common issues that drivers encounter on the road such as
changing tries, dead car battery and lubricant checking were discussed during this
activity.
This event is the very
first of the planned three activations that will echo the call for women to
drive the future. The next “Women! Drive the Future” event will soon take place
in Cebu and Davao reaching more Filipina drivers and empowering women across
the nation.
I am personally grateful to Pilipinas Shell, for the opportunity
to be part of this empowering event. And as a lady driver, the Women Drive the
Future campaign is very valuable and has strengthen my confidence on and off the
road.
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