With their global ‘right to move’ platform in its infancy, Uber needed a LGBTQUIA+ message to create broader awareness and linkage of their support for the queer community.
Uber believes in everyone’s right to move and live freely as their true selves. We were tasked directly by Uber’s CMO to develop a tailored queer-affirming campaign to garner greater brand trust and perception through impactful messaging that would resonate with with the global Uber community: Drivers, riders, eaters, merchants and employees alike.
‘Right to Pride’ is about Uber putting a stake in the ground showing it believes everyone has the right to move freely, safely, and without fear, not only in the month of June but year-round.
With the brand committing to help empower a better experience for the queer community — particularly the transgender community — the platform showed it takes everyone’s support, and that meant starting with getting their internal house in order. "“Whether earners, riders or eaters, we can all do more to make sure the LGBTQUIA+ community knows they have the right to move, right to ride and right to pride.”
As a SME committed to DEI, we ensured all messaging, creative, social, in-app comms and media outreach featured clear guidelines that were thoroughly vetted for impactful, yet mindful language, as well as keeping cultural nuances and sensitivities of sub-audiences top of mind (eg. the Black transgender community)
The playbooks provided detailed instructions, including best practices for content and design, as well as developed the brand’s go-to-market and cadence rollout calendar where Uber could best demonstrate its core values. Our bold graphic approach utilized inclusive Pride colors infused through a spectrum graphic which conveys movement and inclusivity.
October 11 was the next stop toward Uber backing everyone’s right to move. Our core strategy centered on the reality that coming out is not a singular event, but a decision LGBTQUIA+ individuals make daily based on circumstances.
By partnering with queer influencers, Uber used their platform to amplify the community by reaching audiences of their social followings who Uber may not have engaged with previously. We partnered with GottMik, Essie Golden, Brandon Kyle Goodman, and James Whiteside.
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