Uber Canada and Mothers Against Drunk Driving (Madd) are continuing their partnership with a video that features an Uber driver mother of three sharing her personal and emotional story of loss with real, unsuspecting riders.
In November, Uber Canada, in partnership with Madd Canada, launched a joint fundraising and awareness campaign to remind Canadians of the consequences of impaired driving. The partnership campaign kicked off with a harshly real public service announcement delivering the message that no mom should have motherhood taken away and if you’re impaired, to request a safe ride home.
In the latest message to Canadians, a video by Zulu Alpha Kilo features Uber Canada offering rides home to bar patrons, who were greeted by driver Shelly on a cold night in Toronto. As an Uber driver and mother of three, Shelly shared her personal story of loss that was a result of an impaired driving crash, and thanked riders for finding a safe ride home.
We hear Shelly tell the tearful story of how her oldest daughter was killed in a crash 17 years ago with a driver who was impaired, and how she misses her every day. We then see Shelly pick up passengers and say how thankful she is that they decided to call Uber rather than get behind the wheel.
“We felt this powerful message needed a powerful spokesperson. As a mom who’s been affected profoundly by drunk driving, Shelly understands the importance of providing a safe ride home,” said Zak Mroueh, chief creative officer and founder of Zulu Alpha Kilo.
A recent study by the US Center for Disease Control ranked Canada the highest for alcohol-related crash deaths among 19 high-income countries.
The campaign is supported by a PSA airing on national television along with Shelly’s story shared on social media by Uber and Madd Canada.