Grab | International Women's Day: Breaking Down The Barriers
10. Craft Kancils [10.1a Film Direction: Single]
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Links:
https://www.youtube.com/watch?v=jiZMCHaa7qA
Product/Service:
Superapp
Client:
GRAB
Brief:
Getting a ride from a woman driver is always a pleasant surprise. What we're about to share however, is not as pleasant. Safety is still one of the concerns for women considering driving in ride-hailing. And it doesn't just stop at safety concerns.
This industry is filled with barriers that hold women back, some of which include:
Cultural expectations around women's caregiving duties
Lack of women representation in ride-hailing
Stereotypes surrounding women's driving capabilities
Do these barriers make driving an unsuitable profession for women? Unfortunately, yes.
Can we change things? Fortunately, yes. As a company that aims to create economic empowerment for all, we're taking steps to rethink ride-hailing for women.
Solution:
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