Audi posts sexist tweets about #womendrivers. But it's not what you think
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Audi Ireland has launched a new ad campaign that aims to subvert the sexist hashtag #womendrivers, by directing readers to articles about pioneering women
Click on the hashtag #womendrivers and you’ll only see a stream of sexist comments about women’s driving and just how bad it is.
Or at least, you would have done until last week when Audi launched a new ad campaign.
The car manufacturer is trying to turn the hashtag on its head to prove just how sexist it is to assume women are worse drivers than men.
Audi has been tweeting messages about #womendrivers that look as though they’re going to link to a stereotypical gendered joke – but then take unsuspecting users to articles about women driving technology forward. Or science, or business.
“Women drivers have become synonymous with bad drivers,” says Audi Ireland in a YouTube video explaning the new campaign.
“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.”
One tweet shows an image of a woman screaming in a car with the message “Driving Miss Ditsy. Check out these #crazy #womendrivers #audi.”
A link then directs readers to an article about women 'driving' the female economy in China and India.
Another takes readers to a feature about women "driving motorsport."
The campaign has been a hit on social media with women writing messages such as: “Well played Audi!! Was about to berate [you] for being sexist. Love this!” and "brilliant idea. Let's lose the bad name given to #womendrivers."