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Objective: Help showcase the ‘SMT Africa’ and “Volvo Construction’ brands and their constant innovation in technology and delivery across the African continent.
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Creative: Show the power, innovation, and safety of the Volvo ‘ADT Monsters’ through the lives of the women employed to drive down on the tricky terrain of Liberian mines. Female employment is low in Liberia, and even lower in the mining communities.
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However, through the safety features and technology of the trucks, opportunities have arisen for Liberian Women to step in and operate them, creating opportunity, growth and a very well-aligned brand narrative for SMT Africa.