Brief
Explore ways for the Uber brand to stand for and lead the discussion around Women’s Safety. As a category leader, Uber wants to create hero actions that prevent sexual assault of women, both on and off the platform.
Insight
People feel more comfortable and safer when there is a clear social contract in place, but the ride-sharing industry is missing that currently.
Through interviews, we discovered that women of color and most at-risk for unsafe conditions while ride-sharing, leading us to focus in on this audience.
Strategy
Empower women of color, engaging them in every aspect of the conversation, to create a safer service for all.
Our Uber Guardian Angels initiative includes a safety contract that speaks to topics ranging from emotional security to physical safety. The “That’s Why I Drive” campaign, highlights stories of female drivers who support one another. And a new illustration system highlights the diversity of Uber through representation of people of all backgrounds and body-ableness.