Oscar Herrera
Branding & Strategy
Challenge
Uber has made great strides in safety in recent years. Partnering with media outlets, launching new in-app features like trusted contacts, and Verify Your Ride, releasing the safety report. But there is more work to be done. Safety has taken on a new meaning since COVID -19 impact our culture. This definition is still very much valid, but in the midst of a global pandemic, safety now means more than protection from incidents involving sexual assault.
Strategy
We want to create an environment where women feel safe while using Uber.
We want to take the brand from women drivers feeling isolated while driving to feeling connected
Solution
“Uber Pack” – The Power of Safety in Numbers – Driving can feel lonely and distant, but with UberPack
We empower a pack of connections, never compromise the safety of our riders and drivers, where ever the drive may take you
