The Challenge

Uber has a global commitment to ending gender-based violence through its Driving Change Program, and in Australia, it supports WESNET, the national peak body for specialist women's domestic and family violence services - providing free rides for women and children impacted by domestic violence.  

In the context of Australia’s domestic violence crisis, Uber identified the need to urgently highlight the practical work of WESNET and build support, ensuring those experiencing domestic violence had both a better understanding of – and access to – the services available to them, including free rides through the Program. 

We focused on authenticity and spotlighting the work of WESNET. Using the seasonal spike in domestic violence incidents to drive urgency, we launched a highly targeted earned-first public awareness campaign. We used a trifecta of impactful data, practical tips and authentic spokespeople to bring the issue to life, showcasing the need for support and encouraging Australians to donate and help provide a safe ride – whether that be to a shelter, police station, lawyer's office, or courthouse. The campaign made major headlines while delivering real world impact for those in need.