racism
hurts
OVERVIEWRacism is often described as death by a thousand papercuts. Each racist interaction, whether implicit or explicit, takes a toll on individuals and our communities.
In spite of Uber's dedicated commitment to its 'Right to Move' campaign and efforts to combat racism in 2020, it was evident that this was only the start of an ongoing effort. Reports indicated that riders and earners continued to face numerous instances of both implicit and explicit racism on its platform. This issue became particularly pronounced during the height of the Black Lives Matter (BLM) movement.
2020 RIGHT TO MOVE CAMPAIGN
IDEAThe objective of this project was to establish the groundwork for a continuous movement and brand mindset that promotes genuine dialogues, identifies pain points, unites communities, and ultimately, fosters education, and meaningful change.
By strategically anchoring this educational campaign in the art of emotional storytelling, an intimate conversation between two friends became the essential cornerstone. Crafting two films using a voyeuristic perspective, we revealed the emotions of both a rider (Max) and a driver (Evelyn), unveiling the deeper truths around their experiences.
This close-up approach aimed to immerse the audience in the vulnerability and nuances of the pain caused by racist interactions, allowing us to cultivate empathy and, subsequently, foster understanding to catalyze change.
EVELYN
The films were accompanied by social posts and a microsite developed in collaboration with Kin and Paradigm. The objective was to provide educational content and resources to enhance viewers' understanding of the topic of microaggressions. The site offered insights on how to identify them, alternatives to what one might say instead, and provided tools to foster inclusivity, contributing to the ongoing efforts to end racism.
MAX
