UBER
A NETWORK OF ALLIES
THE CHALLENGE
Sexual assault is the #1 safety concern of women rideshare riders. As graduate students of SVA’s Masters in Branding program, we were tasked to explore ways for the Uber brand to stand for women's safety and conceive of and execute hero actions that prevent sexual assault of women both on and off the platform.
THE STRATEGY
Create a network of allies that women can count on to get them home safe, no matter how they choose to travel. Our strategy was to provide relief to women through networks of allies that combat their everyday safety concerns.
THE TEAM
Greta DeLacy, Michelle Huang, Henrik Lezi, Sophie Lubin
THE ROLE
Strategist
90% of women in the world have been harassed whilst in transit
For women, safety is tactical. They take precautions to stay safe and plan their routes strategically.
THE INSIGHT
For women, feeling safe doesn’t mean the absence of threats, it’s knowing that they won’t have to take on these threats alone.
A NETWORK OF ALLIES
Uber’s existing network of riders and drivers transformed into a network of allies to combat women’s everyday safety concerns.
A NETWORK OF DRIVERS
A NETWORK OF RIDERS
A NETWORK OF BUSINESSES
UBER SHIELD
A NETWORK OF DRIVERS
Supports a network of drivers committed to women’s safety, equipped with empathy training addressing not just sexual assault, but domestic violence and human trafficking.
UBER CIRCLE
A NETWORK OF RIDERS
Connects riders with drivers that have been positively reviewed by their circle of friends and acquaintances, establishing a sense of trust before they get into the car.
UBER NET
A NETWORK OF BUSINESSES
Builds a network of local businesses equipped with Uber Shield’s safety tools to provide assistance and relief to any woman that feels threatened while off the platform.
UBER STREETS
A NETWORK OF ALLIES
An additional travel app feature called ‘Uber Streets’ calculates walking routes for users to travel through the path of Uber-certified partner establishments ensuring safety even while walking.
Women should not have to travel while looking backwards in fear — they should be able to move forward with confidence.
