Uber

Uber x Don't Panic 

Won pitch work

Skills: pitching, conceptual development and copywriting. 

Role: creative copywriter

The brief 

Pitch ideas that position Uber as an advocate for women’s safety issues by helping to end gender-based violence through leveraging the Uber platform.

The solution 

Safety advice rarely tells men not to be violent towards women, instead it puts the onus on the victims, failing to address the much needed change in male behaviour and attitudes towards females.

But what happens when we flip that onus and start challenging men on their in-action? Not all men was a campaign idea born out of this insight, as a vehicle to move the conversation forward and strike real change. 

An OOH, social, TV AD and content series focussed campaign that co-opts toxic language to show men in-action is not an excuse, but part of the problem.

As a conceptual creative on the pitch NotAllMen was my brainchild which I wrote the manifesto and copy for.