Finding jokes about women behind the wheel passé, Audi Ireland recently began a Twitter campaign meant to subvert the sexism.
The subsidiary pulled its bait-and-switch with the hashtag #womendrivers, where those looking for a good laugh at another’s expense instead found themselves reading about women “driving” technology, science, business et al forward, The Telegraph reports. Audi Ireland explained its mission thusly in a YouTube video about the campaign:
Women drivers have become synonymous with bad drivers. The butt of jokes. We don’t think it’s funny. We have created tweets using the hashtag #womendrivers. Users click expecting funny stories or videos, and instead find articles about real women drivers. Women driving their field forward in business, technology, science and more.
The campaign has been a hit thus far, with women in particular heaping praise on turning the hashtag on its head.
[Photo credit: Audi]
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