Toyota | ANA-W
Closing the gender gap in vehicle safety worldwide.
INSIGHT
To this day, the automotive industry neglects safety testing for women by using crash dummies modeled after men.IDEA
Selling the most vehicles to women, Toyota is leading by example to raise industry standards for women’s safety. We’re designing a crash dummy based on real women’s bodies, releasing the patent.
The main anatomical differences we put care into crafting, as they significantly impact women’s injury risks.
We’re making history, so what better way to introduce ANA-W than at the Royal Ontario Museum. Opening night is televised, along with our announcement to release the patent. The public can walk through our exhibit about crash test history and the challenges women’s vehicle safety has faced — until now.
We’re placing contextual OOH at collision sites to honour the women who have passed.
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Changing the future of women’s safety together. Let’s go places.