Everyone’s right to move and live safely and freely goes beyond Pride month. Tasked with creating a pride campaign that aligns with Uber’s global “Right to Move” platform, we deepened brand awareness and trust with Right to Pride. We transformed the recognizable pride flag into a spectrum of moving paths; reinforcing Uber’s service in moving people and goods while creating a real-time movement for cultural sensitivity and commitment.

The brand playbook directed messaging and creative for digital assets, animations, videos, in-app and media outreach to inform targeted regional launches and a global rollout. Toolkits were created for regional teams with guidance on launch, commitments, and reinforcement of best practices for engagement among LGBTQIA+ riders, earners, eaters and merchants. Real-life social storytelling and partnerships with activists, influencers, and global pride events broadened Uber’s reach. Our pride campaign became the most well-received Pride campaign ever at Uber — 20+ different countries launched Right to Pride campaigns. In the US, it received 180K+ organic impressions on National Coming Out Day, leading to visibility in the tens of millions.