The \u2018She Drives the World\u2019 platform, under the theme \u2018She Drives Today, Shapes Tomorrow,\u2019 will continue through November and December, expanding into areas including wellbeing, balance and everyday choices.<\/strong><\/p>\n<\/div>\n<\/aside>\nSpeaking to Arab News, Shireen El-Kara, Hyundai\u2019s marketing manager, said the initiative aims to encourage women to prioritize preventive healthcare.<\/p>\n
\u201cWe don\u2019t want her to wait until, God forbid, something happens before she goes for a check-up,\u201d she said. \u201cThrough this campaign, we want to raise awareness about early detection, even if there are no symptoms.\u201d<\/p>\n
Hyundai began its women-focused initiatives in Saudi Arabia in 2018, following the decision allowing Saudi women to drive. El-Kara said the company\u2019s first campaign was called \u201cWelcome Her to the Driver\u2019s Seat,\u201d followed by annual campaigns focused on women\u2019s empowerment and education.<\/p>\n
The company has also worked with universities and driving schools to support students and help women obtain driving licenses.<\/p>\n
But El-Kara said the company now believes the conversation should move beyond the ability to drive toward women\u2019s wider independence and quality of life.<\/p>\n
\u201cSometimes \u2014 and not only Saudi women, women in general \u2014 she forgets herself,\u201d El-Kara said.<\/p>\n
\u201cWe want to remind women that they need to take care of themselves and give themselves time. And this is not selfish. On the contrary, it makes her more productive.\u201d<\/p>\n
The campaign\u2019s first phase focuses on breast cancer awareness and early detection, an issue El-Kara said affects not only individual women, but also their families and communities.<\/p>\n
She added that Saudi Arabia is becoming increasingly open to conversations around topics that were previously considered more sensitive, with brands and organizations playing a role in encouraging those discussions.<\/p>\n
However, breast cancer awareness is only the beginning of the campaign.<\/p>\n
The \u201cShe Drives the World\u201d platform, under the theme \u201cShe Drives Today, Shapes Tomorrow,\u201d will continue through November and December, expanding into areas including wellbeing, balance and everyday choices.<\/p>\n
In November, Hyundai plans to launch \u201cDrive to Wellness,\u201d shifting the focus toward physical wellbeing and sports through a partnership with Forme Boutique, a women-only wellness club.<\/p>\n
The initiative will offer free weekly classes, with women able to register online and attend the sessions, alongside receiving a goodie bag.<\/p>\n
El-Kara said the different elements of the campaign are connected, bringing together physical and mental wellbeing.<\/p>\n
\u201cEverything is connected: mental health, physical health and overall wellbeing,\u201d she said. \u201cWhen all of these areas are in balance, the risks to women\u2019s health can be significantly reduced.\u201d<\/p>\n
El-Kara said the initiative reflects Hyundai\u2019s global \u201cProgress for Humanity\u201d vision and aligns with Saudi Arabia\u2019s Vision 2030 focus on people, quality of life and community participation.<\/p>\n
The campaign will also include a significant gesture for a breast cancer survivor.<\/p>\n
With the support of Hyundai\u2019s distributors in Saudi Arabia, the company plans to give a car to one breast cancer survivor as part of the initiative.<\/p>\n
\u201cSince the name of the campaign is \u2018She Drives the World,\u2019 we believe that when she starts a new journey, she\u2019s going to drive the world,\u201d El-Kara said.<\/p>\n
The campaign\u2019s Nakheel Mall activation will continue on Oct. 8 and 9 from 6 p.m. to 10 p.m., where women can learn more about the initiative and register for the screening program.<\/p>\n<\/div>\n