Mumbai: Uber, India’s leading mobility app, has launched its new 360-degree marketing campaign, #SafetyNeverStops, aimed at highlighting the everyday safety challenges faced by women and raising awareness about how Uber continues to improve access to safer transportation for women. Featuring stand-up comedians Shreeja Chaturvedi, Shreya Priyam Roy, and Shashi Dhiman, the campaign uses wit and humor to address the serious issue of women’s safety, delivering the bold and thought-provoking message: “Women’s safety isn’t a joke.”
The campaign consists of nine candidly shot films set in public spaces like markets, offices, and transit stations. Each film portrays the choices women often have to make in order to ensure their safety, turning everyday situations into humorous yet impactful narratives. Uber aims to spark meaningful conversations on women’s safety and make the subject more approachable by using humor to balance the seriousness of the issue.
Ameya Velankar, Head of Marketing, Uber India & South Asia, commented on the campaign, stating, “At Uber, we believe that our work on safety never stops. We use a mix of technological and human-led interventions to enhance safety on our platform. In our new campaign, we’re using humor that resonates with people’s daily lives—balancing the seriousness of the subject with a light-hearted approach that fosters trust, engagement, and conversations. This approach also helps us connect with audiences to underscore what Uber does to make every trip safer.”
Safety continues to be a critical factor for female riders when choosing Uber. According to the 2024 India Economic Impact Report compiled by Public First, 95% of female riders cited safety as their top reason for using Uber, and 84% of female riders believe Uber is the safest way to get home.
The #SafetyNeverStops campaign also highlights key safety features available to riders and drivers on the Uber platform, including:
Share Your Trip: Enables riders to share live trip details with trusted contacts for added peace of mind
RideCheck: Detects irregularities like route deviations, mid-way drops, or long stops, prompting Uber to proactively check in with both riders and drivers
24×7 Safety Helpline: Provides round-the-clock access to safety experts for urgent, non-emergency issues during and after trips
Phone and Address Anonymization: Conceals personal details and trip locations to protect user privacy
The campaign has been rolled out across multiple platforms, including print newspapers, out-of-home advertising, online, and social media, aiming to reach a broad audience and engage in conversations about safety.
In line with its ongoing commitment to enhancing platform safety, Uber also recently introduced new features such as Safety Preferences, allowing riders to customize features like RideCheck, Share My Trip, and Audio Recording for specific times or locations. Additionally, the Women Rider Preference feature allows female drivers to accept only female riders, particularly boosting safety during late hours. Uber also rolled out Audio Recording, enabling riders and drivers to record audio during trips, providing an additional security layer with encrypted recordings accessible only if submitted in a safety report.
Uber’s #SafetyNeverStops campaign is another step in the company’s ongoing efforts to prioritize and improve safety for its riders, particularly women, reinforcing its commitment to making every journey safer and more secure.
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