Skoda Introduces Amaxophobia

With Halloween being the day to talk about fears, today Proximity Barcelona released its new campaign for Škoda which raises awareness of the little-known condition of amaxophobia – fear of driving. It comprises a film, directed by Galder through Mamma Team, social activations and a website, created in collaboration with CEA Foundation of the European Automobile Commission.

Who even knew it was a thing? But apparently being scared of driving or being driven in a vehicle is known as amaxophobia. Apparently 30 per cent of drivers in Spain admit feeling fear or anxiety while driving, while 7 per cent are so wary of their wheels they have abandoned driving altogether.  

The film, which portrays a lad nervously approaching a shrouded car lurking in a dark and menacing underground carpark, is supported by social chats under the hashtag #VenceALaAmaxofobia (#DefeatAmaxophobia), and the website offers courses that include therapy from psychologists. There will also be free courses with limited enrollment in Madrid, Barcelona, Bilbao and Seville, all taught by professionals of the CEA Foundation, psychologists, and other experts.