Uber Launches #SafetyNeverStops Campaign to Enhance Women’s Safety

Uber, India’s leading mobility app, has rolled out its latest marketing campaign, #SafetyNeverStops, to raise awareness about the safety challenges women face daily. The campaign emphasizes how Uber continues to improve its platform to provide safer transportation for women across the country.

Campaign Focus: Using Humor to Highlight Women’s Safety Issues

The campaign, featuring stand-up comedians Shreeja Chaturvedi, Shreya Priyam Roy, and Shashi Dhiman, uses humor to address the serious issue of women’s safety. With the tagline “Women’s safety isn’t a joke,” the campaign cleverly portrays the everyday choices women must make to ensure their safety.

Through a series of candid, humor-filled films set in public spaces like markets, offices, and transit stations, Uber seeks to spark meaningful conversations on this critical subject.

A Mix of Technology and Humor for Safer Transport

Ameya Velankar, Head of Marketing at Uber India & South Asia, explained that the campaign blends humor with Uber’s ongoing efforts to enhance safety. Velankar mentioned that Uber uses a combination of technological and human-led interventions to improve safety for all riders, particularly women. By addressing safety in a light-hearted manner, Uber aims to foster trust, engagement, and open discussions about how the platform continues to enhance rider and driver security.

Women’s Safety: Core to Uber’s User Experience

Safety remains a significant factor in why riders choose Uber. According to the 2024 India Economic Impact Report, 95% of female riders listed safety as their primary reason for using the app. Furthermore, 84% of female users believe Uber is the safest way to get home, which underlines the importance of the safety features Uber has built into the platform.

Key Features Highlighted in the #SafetyNeverStops Campaign

The #SafetyNeverStops campaign shines a spotlight on various safety features that Uber offers to ensure both riders and drivers have a seamless and secure experience. These include:

• Share Your Trip: Allows riders to share live trip details with trusted contacts for peace of mind.

• RideCheck: Detects irregularities like route deviations or long stops and prompts Uber to check in with riders and drivers.

• 24×7 Safety Helpline: Provides round-the-clock access to safety experts for urgent, non-emergency issues during or after trips.

• Phone and Address Anonymization: Protects user privacy by concealing personal details and trip locations.

Expansion of Safety Features on Uber’s Platform

The #SafetyNeverStops campaign also highlights additional safety features Uber has recently rolled out. These include:

• Safety Preferences: Allows riders to customize features such as RideCheck, Share My Trip, and Audio Recording based on specific times or locations.

• Women Rider Preference: Enables female drivers to accept only female riders, especially during late hours, enhancing safety.

• Audio Recording: Lets riders and drivers record audio during trips, adding an extra layer of security. Encrypted recordings are accessible only when submitted in a safety report.

Campaign Rollout Across Multiple Platforms

Uber’s #SafetyNeverStops campaign has been launched across multiple platforms, including print media, out-of-home advertising, online channels, and social media, to reach a broad audience. Through this campaign, Uber seeks to reinforce its commitment to providing safe transport options, especially for women, in India.

Conclusion

The #SafetyNeverStops campaign reflects Uber’s ongoing dedication to making every trip safer. By leveraging humor and focusing on practical safety features, the campaign aims to encourage open dialogue and demonstrate the company’s commitment to ensuring that rider safety remains a priority.