Uber has released a film that aims to shine a light on its female drivers ahead of International Women’s Day (IWD).
The campaign, titled #DrivenWomen, was developed by Uber’s in-house creative team (CreativeX) in collaboration with Freeflow Productions and frame by frame pictures.
It brings together women who have joined Uber as a way to earn an income while also balancing other responsibilities, such as family, work, and education.
“The film is aligned with this year’s International Women’s Day global theme, #PressforProgress,” said Eshan Ponnadurai, director of brand and strategy Asia Pacific at Uber.
“We are delighted to showcase this film, which features our female driver-partners who challenge the status quo by driving with Uber. It’s about starting a conversation around how women are empowering themselves.”
The campaign will be live across key Uber markets in Asia, including Singapore, Malaysia, Thailand, Philippines, Vietnam, Hong Kong and Taiwan.