Uber: Max the vax

Uber, a transport company, launched a campaign in India to encourage riders and drivers to return to the platform, focus on vaccinations to strengthen safety propositions and position the brand as a frontrunner on safe rides.

Situation Analysis

A deadly second-cave of COVID in India hit the mobility and travel sector hard. Even as movement restrictions were relatively relaxed compared to the first-wave, record-breaking COVID caseload and prevalent misinformation, had instilled a deep fear of getting infected, especially in shared spaces. Cities began to open up eventually but business recovery was slow due to rider and driver confidence being at an all-time low. Uber had to demonstrate and communicate a strengthened safety proposition to inspire confidence and go beyond its existing safety pillars: a driver mask verification technology, rider's no-mask-no-ride policy, plastic screens as separators, and...

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