Hyundai Motor Middle East & Africa brought its “She Drives the World” campaign to life in Riyadh last week through a community activation at Al Nakheel Mall, held in partnership with Saudi German Health. The launch coincided with Breast Cancer Awareness Month in October.
The activation marked the first phase of Hyundai’s three-month campaign in Saudi Arabia, which focuses on women’s health, wellbeing and mobility. It provided a space for women and families to engage with breast cancer awareness messages, meet healthcare specialists and learn more about available screening support.
As part of the partnership, women aged 40 and above are being offered access to 600 complimentary mammograms across Saudi Arabia. The activation also featured conversations and activities designed to encourage women to place their health and wellbeing among their priorities.
Recognizing women’s influence
“She Drives the World” is built around a simple idea: women drive the world around them through the decisions they make, the people they support and the communities they shape. The campaign reflects Hyundai’s global vision of Progress for Humanity and recognizes women as drivers, consumers, decision-makers and contributors to Saudi Arabia’s continued transformation.
Research conducted by YouGov and commissioned by Hyundai Motor Middle East & Africa among 413 women aged 18 and above in Riyadh and Jeddah found that 68% of respondents currently drive either regularly or occasionally. The research also found that 83% either make the final vehicle decision for themselves or their household, or are equally involved in that decision.
The findings underline the increasingly personal role of mobility in women’s lives, with 88% of respondents saying it is important that their car reflects their personality and lifestyle. They also provide context for a campaign designed to support women beyond the road, through meaningful partnerships, experiences and conversations.
Shireen Kara, Digital Marketing Manager, Hyundai Motor Company Middle East & Africa, said: “The women we met in Riyadh reminded us that ‘She Drives the World’ is not simply a campaign line; it reflects the reality of women’s lives and the influence they have every day. By bringing this initiative to the community, we wanted to create a welcoming space where women could talk openly about their health, access useful information and feel encouraged to make their wellbeing a priority.
“Our partnership with Saudi German Health allowed us to connect the campaign to a practical need through access to complimentary mammograms. We are grateful to everyone who joined us and shared their stories, and we look forward to continuing this journey with women across Saudi Arabia.”
Continuing the journey
The Riyadh activation marks the beginning of a wider programme that will continue through November and December. Future phases will explore women’s physical and mental wellbeing, everyday choices and mobility through new partnerships, experiences, social content and conversations created around the changing lifestyles and priorities of women in Saudi Arabia.
The campaign will also include “The Drive to Wellness” podcast, hosted by Fatima Al-Banawi, creating a platform for open discussions on health, life, ambition and wellbeing. Additional community activities, including free wellness experiences, and digital content will continue through the campaign’s next phases.
Through “She Drives the World,” Hyundai aims to recognize women’s autonomy and influence while supporting the freedom, confidence and space they bring to their everyday lives. The campaign reflects Hyundai’s long-term commitment to Saudi Arabia and its support for the quality-of-life ambitions of Saudi Vision 2030
