Creating a pride campaign to align with Uber’s global “Right to Move” platform, we deepened brand awareness and trust with Right to Pride, affirming everyone’s right to move and live safely and freely beyond Pride month. We transformed the pride flag colors into a spectrum of moving paths; reinforcing Uber’s core values, while creating a movement for cultural sensitivity and commitment to DEI. The brand playbook directed messaging and creative for all digital assets, animations and videos, in-app and media outreach for global rollout and targeted regional launches. Toolkits created for organic social and email were available for regional teams to access directly, including guidance for 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 tens of millions of impressions.