THE E.V.A. INITIATIVE: EQUAL VEHICLES FOR ALL
Half of the world 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 data since the 1970s — regardless of gender or size — their cars protect all people equally.
2019 marked 60 years since Volvo gave away their safety belt patent to the world. So, we thought: what if we could make cars safer for everyone, once again?
And that’s how The E.V.A. Initiative was born. We gathered all of Volvo’s safety research throughout the years and made it available for all other carmakers to download in a digital library. To make the data more human, we created EVA who became the visual embodiment of the numbers. We then spread the word with film, print, social, outdoor, and much more.
PRESS
Forbes / FastCo / The Sunday Times / TechRadar / CBC
AWARDS
1 x Cannes Lions Grand Prix
2 x Cannes Lions Gold
1 x Cannes Lions Silver
1 x One Show Best of Show
1 x One Show Gold
1 x D&AD Graphite
5 x D&AD Wood
2 x Eurobest Grand Prix
1 x FastCo Innovation by Design
A case study showing how the campaign came together.
A launch film and choreography based on the most common car crashes for women.
On the website, everyone can download the research and learn more about the project.
We also created a print ad that literally shows how likely you are to survive a car crash.
Overall, the campaign created a global conversation about equal road safety and even other carmakers embraced the initiative. But most importantly, over 25,000 people have downloaded the data so far, which gives hope that EVA can continue to make all roads safer.
It is now listed as one of Volvos most important inventions, in company with the three-point safety belt and the rear-facing child seat.
