In a unique celebration of Emirati Women’s Day, Al-Futtaim Toyota has launched an innovative campaign titled “Journey into Herstory,” which transforms the streets of the UAE into living narratives that honour the remarkable Emirati women for whom they are named. This groundbreaking initiative, developed in collaboration with the Roads and Transportation Authority (RTA) and Memac Ogilvy, uses modern technology to blend the rich histories of the UAE’s most influential women with the everyday experiences of drivers.
The campaign utilises geo-targeting through Yango Maps, enabling users to receive audio stories specific to the street they are on, narrated by female Emirati voiceover artists.
As drivers pass through streets like Hessa Street and Latifa Bint Hamdan Street, they are simultaneously entertained and educated about the lives and legacies of the pioneering women these streets are named after.
In addition to the geo-targeted audio stories, the campaign also features thought-provoking out-of-home (OOH) advertisements in key areas across the country, radio activations that incorporate daily traffic announcements about the female-named streets, and engaging social media content. Through these mediums, Al-Futtaim Toyota not only celebrates the achievements of these icons but also raises public awareness about their contributions to female empowerment, equality, and the shaping of the UAE as it is today.
Saad Abdullah, General Manager of Marketing and Communications for Al-Futtaim Toyota, commented on the campaign: “Our legacy in the UAE is deep-rooted, and for Emirati Women’s Day, we wanted to highlight and bring to life the stories of the iconic individuals who paved the way for all women in the UAE today. They helped shape the nation and empowered others, and we felt the best way to celebrate these women was by bringing public awareness to their lives and achievements.”
The “Journey into Herstory” campaign will run throughout Emirati Women’s Day and beyond, continuing to use modern technology to shine a spotlight on the extraordinary women who have played pivotal roles in the UAE’s history. Through this initiative, Al-Futtaim Toyota not only honours these women but also ensures that their stories inspire future generations.
For a glimpse into the campaign, you can watch the announcement video on Instagram.
