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Gianna Katopodi Creative Director

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Toyota becomes an “escape vehicle” from gender-based violence in Ogilvy’s new campaign.

A new campaign for Toyota Hellas looks, at first glance, like a Ford ad — because for Toyota, it doesn’t matter what car a woman drives, as long as she drives away from an abusive relationship.

In Greece, gender-based violence remains a critical issue: 37% of women have experienced physical and/or sexual violence, according to the European Institute for Gender Equality. The country ranks 26th out of 28 European nations on the Gender Equality Index.

Yet at a moment when support for survivors should be increasing, global funding for NGOs addressing gender-based violence is being cut.

Toyota Hellas chose to step in and become an “escape vehicle” for survivors by financially supporting DIOTIMA, an NGO that offers free legal and psychosocial services to women experiencing abuse.