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Uber
Project Type /
Campaign Strategy, Concept, Brand Toolkit, Influencer Strategy, Partnerships, Copy
Date /
2020-2021
Creative Team /
Lisa Chernin, Christopher Kokinos, Alene Jackson, Pedro Peguero Jr., Willie Peterson, Vee Qian, Mike Hernandez, Liz Wallace
Right to Pride:
Building off of Uber’s existing Right to Move platform, we created Right to Pride as a multichannel LGBTQ+ campaign. For a company that millions of people have multiple touchpoints with every day, our goal was to push for bold, accountable support, tangible actions/commitments, and use of the platform to educate and advance inclusion. The end result was a cohesive campaign across social, digital, and in-app banners which conveyed Uber’s belief that everyone should have the right to move and live freely and safely, exactly as they are. The campaign was the most well-received Pride campaign at Uber, with over 20 countries launching it using our toolkit.
National Coming Out Day:
After Pride Month, we were again engaged to create a campaign for National Coming Out Day. Keenly aware that coming out is both a privilege and a burden, our approach stemmed from the reality that coming out moments (and the accompanying safety and acceptance considerations) happen all day, every day — even when one steps into an Uber. We partnered with Gottmik, as well as three other influential members of the LGBTQIA+ community, to share their stories and let the world in on what coming out and allyship means to them. Collectively, the two campaigns garnered tens of millions of impressions.
