Uber - Auto

The Problem:

Karachi has long struggled with women's safety in public transportation, resulting in a relatively small number of auto rickshaw riders despite the city's growing population. Other major cities in Pakistan also have limited numbers of auto rickshaws.

 

The Idea:

The campaign emphasized that anything safe for women is safe for everyone. It showcased the journey of two college girls traveling through Karachi, highlighting the convenience and safety of Uber Auto rickshaws. The campaign aimed to portray a safe journey as just a tap away and aired in 2019.

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Role on project:

Creative Director