heroic stories of drivers on uber were brought to life in the cities where they live throughout 2020.
Agency: Harriman Steel
At the end of 2020, essential workers have clearly become the world’s unsung heroes. The role of Uber’s drivers and delivery people took a new meaning, as they risked their health to go out everyday, and ensure we kept moving when the world stopped. So we set out to celebrate heroic drivers in the cities where they live, all around the world.
We set out to make the unseen earners big and visible, in the cities where they work- while simultaneously rewarding tens of thousands of drivers across the world. The marketing campaign kicked off in the US, with murals in SF, LA, NYC and Chicago.
Their stories were also featured in national print publications including the Times Person of the Year edition, as well as in local media publications in their hometown.
On social, we invited people to nominate drivers and delivery people whom they’ve encountered, to be directly rewarded with #EverydayGiants.
After the US launch, we expanded the initiative to Canada, India, Mexico, Australia, France and the UK, with Uber giving back to tens of thousands of drivers. In the US, we rewarded 35,000 drivers and delivery people, as well as 800 fleet carriers. In France, we gave back to the top 10% of drivers. Australia and New Zealand gave back to 30% of earners. Canada, India, Mexico, Costa Rica and Chile also joined the initiative, giving back to tens of thousands of earners.
I partnered with our social impact head of operations & strategy, to write the brief, and pitch it to all internal stakeholders. We were originally scoped a 1M budget to work with one market, but as we sold the idea internally, we turned it into a global $15+ million initiative.
The Everyday Giants effort has since been an ongoing initiative within Uber, continuing into 2021 and 2022.
