Uber was facing criticism and needed to rebuild trust following safety concerns and headlines about harassment, particularly for women traveling alone. Heading into a travel leadership summit, how could Uber take initiative to regain trust & lead the way for women’s safety?

Recognizing its responsibility to drivers and passengers, Uber partnered with Red & Co. to launch a Women’s Safety Campaign, unveiling it during a travel industry C-suite summit in collaboration with the NO MORE Foundation dedicated to end domestic and sexual violence. Through a powerful film and thought-provoking postcard display, the campaign spotlighted the real stories of women who experienced sexual violence while traveling, driving home the urgency of addressing safety issues. The initiative resulted in an industry-wide pledge among CEOs to prioritize women’s safety, and the start of a global strategy to tackle harassment and other safety challenges in travel.