The brief
BMW Motorrad wanted us to challenge the gender bias in motorcycling and redefine the term "rider" as truly inclusive. The objective was to challenge prevailing perceptions, highlight the experiences of women in the riding community, and position BMW Motorrad as a brand that champions inclusivity, on the occasion of International Women's Day.
Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral. Rider is neutral.
487k
Reach
54k
Engagement
11.20%
Engagement Rate
IDEA
To uncover and challenge this bias, SW Network launched a social media experiment that revealed the lack of female-centric associations with the term "rider." This was followed by a content-driven campaign that positioned motorcycles as vehicles for gender equality. On International Women’s Day, we amplified the conversation by sharing the stories of 11 inspiring women riders, showcasing their challenges, victories, and contributions to a more inclusive riding culture.
Insight
Despite being a gender-neutral term, “rider” is predominantly associated with men. Women who share the same passion for motorcycling often face skepticism, bias, and a lack of representation in the biking culture.
Execution
The campaign execution began with a social experiment—an interactive online activation designed to uncover unconscious bias around the term "rider." This was followed by a content strategy that reframed motorcycles as symbols of gender equality through compelling narratives. On International Women’s Day, we spotlighted 11 inspiring women riders, sharing their journeys, challenges, and triumphs through high-impact storytelling. To further amplify the conversation, we encouraged audience participation through interactive formats, community discussions, and collaborations with influencers, fostering deeper engagement and advocacy for a more inclusive riding culture.