Hyundai Motor Middle East & Africa has launched its ‘She Drives the World’ campaign in Saudi Arabia, offering 600 complimentary mammograms in partnership with Saudi German Health. The three-month initiative began with a community activation at Al Nakheel Mall in Riyadh last week, coinciding with Breast Cancer Awareness Month in October.
The launch brought women and families together to learn about breast cancer awareness, meet healthcare specialists and explore available screening support. Women aged 40 and above can access the 600 complimentary mammograms being offered across the Kingdom through the partnership.
The campaign focuses on women’s health, wellbeing and mobility, encouraging women to prioritise their health while recognising their influence across family life, work and their communities.
Recognising Women’s Influence
Built around the idea that women drive change through their decisions, relationships and contributions, ‘She Drives the World’ reflects Hyundai’s global vision of Progress for Humanity. The campaign recognises women as drivers, consumers, decision-makers and contributors to Saudi Arabia’s ongoing transformation.
Research conducted by YouGov and commissioned by Hyundai Motor Middle East & Africa surveyed 413 women aged 18 and above in Riyadh and Jeddah. The findings revealed that 68% of respondents drive regularly or occasionally, while 83% either make the final vehicle decision for themselves or their household, or share an equal role in the decision.
The study also found that 88% of respondents consider it important for their car to reflect their personality and lifestyle. These findings highlight the personal significance of mobility in women’s lives and the growing role they play in vehicle purchasing decisions.
Shireen Kara, Digital Marketing Manager at Hyundai Motor Company Middle East & Africa, said the Riyadh activation reflected the everyday influence of women and aimed to create a welcoming space for conversations about health and wellbeing.
She added that the partnership with Saudi German Health connected the campaign to a practical need by providing access to complimentary mammograms. Hyundai also thanked the women and families who participated in the launch.
Campaign to Continue Through December
The Riyadh activation marks the first phase of a wider programme that will continue through November and December. Upcoming activities will explore physical and mental wellbeing, everyday choices and mobility through partnerships, community experiences, social content and conversations reflecting the changing lifestyles of women in Saudi Arabia.
The campaign will also feature ‘The Drive to Wellness’ podcast, hosted by Fatima Al-Banawi. The podcast will provide a platform for discussions on health, life, ambition and wellbeing. Additional community activities, including free wellness experiences, and digital content are also planned for the coming months.
Through ‘She Drives the World’, Hyundai aims to recognise women’s autonomy and influence while supporting their confidence, freedom and wellbeing. The initiative forms part of the company’s long-term commitment to Saudi Arabia and its support for the quality-of-life ambitions outlined in Saudi Vision 2030.
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