On International Womenâs Day, ride hailing platform Uber launched its new marketing campaign, #WithinHerReach, which aims to sensitise consumers and bridge the gender commute gap by providing women riders with safe and reliable mobility solutions.
Safety of women passengers has been a major concern for Uber and the brand is working to strengthen its messaging related to the safety of women.
âWe want to make sure that Uber is raising the bar in safety,â said Lucinda Barlow, Senior Director Marketing, APAC, Uber.
In an interaction with BestMediaInfo.com, Barlow said the brandâs prime focus is to ensure its product and policies are right.
"To get the product right, the brand is putting efforts in delighting users, riders and drivers in the moment that matters to them," she said.
The campaign #WithinHerReach puts the light on the issue of gender commute gap. There are many societal and cultural reasons for the gender commute gap but safety en route to work continues to remain one of the major factors.
Women are most concerned about the distance to work and availability of safe mode of travel.
âWe are a large mobility platform and what matters to us is to have a solution for everyone. We wanted to choose International Womenâs Day for this campaign to shine a light on the gender commute gap issue and make sure people are aware of it. The objective is to raise awareness and conversation about the issue,â she said.
To drive the conversation and spread awareness, the brand will ride on influencer marketing.
Digital is the main medium for the pan-India campaign but print will also be allocated for tier I cities.
âFor this particular campaign, we want to drive awareness and for that digital is our main medium. We will also have print in Delhi, Mumbai and Pune. We are working with media publishers and our campaign will be on YouTube, Instagram and Facebook,â she said.
As part of its broader initiative, Uber will be launching a safety education drive to help women be safer. Influencers such as Faye Dâ Souza, Mithali Raj and Milind Soman will support in spreading the conversation.
âThe role of marketing is really to ensure that our product and its policies are right. Uber is a brand that is playing an important role in peopleâs lives because it provides reliability, convenience and also increases safety,â Barlow said.