For Emirati Women’s Day, Al-Futtaim Toyota launched a groundbreaking idea that transforms the UAE’s streets into living narratives. Named “Journey into Herstory,” the campaign honors the influential Emirati women behind iconic streets, such as Hessa Street and Latifa Bint Hamdan Street, using geo-targeting through Yango Maps. Users are targeted with unique audio stories specific to each street name and narrated by female Emirati voiceover artists, taking them on a journey about the woman behind the name and her legacy. The campaign also launched with radio activations utilizing daily traffic announcements about the streets, along with social media content.