AAA

Breaking down on the side of the road puts you in a vulnerable position. Women are at the mercy of roadside assistance or any person that shows up to “help.”

 

We don’t want women to take a gamble on their lives when they call for help. 

 

That’s why AAA has come up with a program to ensure women feel safe during every step of the roadside assistance process. And as a bonus, they want to teach women how to fix minor car issues, if they don’t already know. This campaign will have three components all centered around safety. 

Initiative Lockup

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OOH

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Banners

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Social

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In-app Features

The yAAAs girl initiative will add features to the AAA app to improve the function of the app and help make people feel safer and in control of an uncontrollable situation. The features include:

+ There will be an
option for females to tow added to the AAA app. This will come after you submit your location to see if it’s available near you.
+ A service tracker once request for service is put in
In-app or messaging check-ups to see how you’re doing

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Mailer

The mailer will be sent to existing customers letting them know about the new app updates and safety features.

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Youtube

Just your Average Jane doing average car things. This youtube channel will feature basic tutorials to help you know your car better. They'll include tire changes, spark plugs, and fuse changes . 

Art Director: Geena Montes-Sabino