Uber : Making Travel Safer for Women
Branding
Graphic Design
Marketing Strategy
Project Overview
Uber asked Red & Co. to collaborate on a project designed to make the issue of the risk to women traveling alone real to all the stakeholders in the travel industry [CEOs of hotels, airlines, mobility companies, etc.] attending a conference dedicated to making travel safer. Red & Co. undertook a deep and comprehensive dive into this issue and found documented troubling stories [Girls LOVE Travel Facebook group] of the sexual harassment and physical harm girls and women endured at the hands of drivers, hotel staff, guides, and strangers on the street. What we heard was visceral and awful, and we realized that the best way to address the stakeholders would be to let this audience hear from the women themselves. We sourced postcards and postage stamps from cities around the globe and hand-wrote messages detailing rape, harassment, and other grueling experiences that women had shared with us. Daughters writing to fathers, friends writing to friends, girlfriends writing to boyfriends or sisters about what befell them in cars, in hotels, and on the streets of everywhere from Istanbul, Hamburg, Los Angeles, São Paulo, Tokyo, Addis Ababa to Sochi. Over 200 personal cards in unique handwriting were installed at the conference to be held, read, and experienced.Client
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