VACCINATE THE BLOCK
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.
free rides to vaccinations in the first month
in public donations towards more free rides
tweet by President Biden
Kate Ross, creative, copywriter, Sydney, Paris, portfolio