ABOUT

/ PROJECT OVERVIEW

During the COVID-19 pandemic, 45% of Americans did not have access to public transportation – a significant barrier to accessing quality care. So Uber donated 10 million free rides to ensure underserved communities could get to vaccination centres safely. But to vaccinate the block, we needed people from the block. Trusted messengers who came from these very communities.

The campaign, starring Spike Lee and directed by Tyler Mitchell, saw the Academy Award winner visit his own Brooklyn block to make the spot. Next, we created a social media content series, with doctors, local personalities and community advocates who established trust and credibility. Demonstrating that when communities and companies come together, they can help close the inequality gap for everyone to get their shot, regardless of their address, income or skin colour.

Rolled out across TVC, online, social and OOH. Lyft got on board. Uber's incentive was even endorsed by President Biden. And the campaign was recognised by ADC, AICP, The One Show and Webby's.

/ RESULTS

2M free rides to vaccinations in the first month
US$2.4M in public donations towards more free rides
92% positive response
1 ​​​ ​tweet by President Biden​

/ AWARDS

ADC Awards
Advertising: Design for Good: Advertising: Series: Shortlisted
Advertising: Direct: Digital: Single: Shortlisted
Advertising: Integrated: Digital: Shortlisted
Interactive: Craft in Online: Mobile: Content Strategy: Shortlisted
Interactive: Social Media: Wildcard: Shortlisted
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AICP Next Awards​
Influencer: Shortlisted
Integrated Campaign: Shortlisted
Social: Shortlisted
​
The One Show
Social Media: Influencer Marketing: Multi-Channel: Merit
Cultural Driver: Shortlisted
Health & Wellness: Direct Marketing: Shortlisted
PR: Current Event Response: Shortlisted

Webby Awards
Advertising, Media & PR: Integrated Campaign: Winner
Advertising, Media & PR: Best Cause Related Campaign: Honoree