Uber Rejects Racism

If there is one thing we’ve learned this year, it’s that the only way to fight racism is through action. It’s not enough to not be a racist, but we have to be anti-racist if we are going to drive change.

Which is exactly what Uber is doing in its latest communication, asking customers to delete the Uber app if they tolerate racism. The campaign is largely based in social media and via email but also utilizes billboard advertising in major markets. It’s also important to note that the campaign is timed to the 57th Anniversary of the March on Washington and the legendary “I Have a Dream” speech.

Uber is backing up the campaign with a partnership with the ACLU with guidelines on how to peacefully protest.

Uber is being anti-racist, and encouraging us to shift into action as well.

The subhead of the campaign says it all: “Black people have the right to move without fear.”

Well done. It’s important these days to take a stand and to take action. Uber is clearly doing that.

What can your brand do? What’s your experience? JIM