Jeddah, Saudi Arabia – Celebrating Saudi Arabia's historic decision to grant women driver's licenses, Nissan recently offered a group of young women the chance to get behind the wheel for the first time – with a surprise group of driving instructors.
The conservative kingdom announced in September last year that it would allow women to drive, ending a longstanding and controversial law. It ended a long-running campaign by rights groups to have the policy changed, with some women jailed for defying the ban and getting behind the wheel.
In the run up to Saudi Arabian women being allowed to drive from June 2018, Nissan has released a heart-warming video as part of its #SheDrives campaign, which encourages women to embrace the exciting prospect of becoming fully licensed drivers.
The women in the video say that while they're delighted by the prospect of driving, they face reluctance from some of their family members. To help them overcome this, Nissan invited aspiring female motorists to hone their driving skills and build confidence on a closed driving course, with a plot twist: instead of professional instructors, the women were met by their respective husbands, fathers and brothers who were their teachers for the day.
"2018 is earmarked to be a pivotal moment in history for women in the kingdom," said Bader Al Houssami, chief operating officer at Nissan Saudi Arabia.
"We wanted to launch a campaign that's just as emotional as it's innovative, which ultimately is at the heart of what we at Nissan strive to achieve. The #SheDrives campaign aims to motivate women all over Saudi Arabia with a clear message: When the time comes, the decision to drive will be entirely yours."
Nissan Saudi Arabia invites viewers to share their reactions to the video and their messages of support by using the hashtag #SheDrives.