Olivia Wood

Uber Pride

Social, Email, In-app

As a brand campaign manager and Pride ERG leader at Uber I concepted, wrote, and executed our 2020 Pride campaign. Central to the campaign is a recognition of the cultural climate during Pride Month this year, with COVID-19 and the BLM movement raging in all of our minds.

Social

Our first post in June paid tribute to the history of Pride, nodding to the Stonewall Riots and figures like Marsha P Johnson who were at the forefront of fighting for LGBTQIA+ rights. I worked on this collaboratively with our Black at Uber and Uber Pride teams to showcase the internal support systems we have for minority groups at Uber.

Partnership

It was also important to me that we recognise (and help to combat) the impact that COVID-19 has had on the LGBTQIA+ community, who are impacted in a more profound way by isolation than other groups. I landed on a partnership with akt, an LGBTQIA+ organisation which supports homeless in LGBTQIA+ youth.

In-app

To compliment our social campaign, I coordinated these 'rainbow routes' so our product branding also reflected our support for Pride Month.


Lastly I wrote a webpage (uber.com/pride) which delved into more depth about Uber's commitment to Pride, both externally and internally.