Uber has launched a video series to support this year’s International Womens Day, which highlights the fact that only 14% of London’s blue plaques celebrate women.
Created in collaboration with The Elephant Room, the videos focus a selection of London’s pioneering women including Naysap (aka Naomi Richardson) and Kirsty Hadley of women’s collective GRL PWR Gang.
Central to the campaign experience is an app takeover on International Women’s day that alerts riders on their trip when they pass one of the blue plaques, or any of the key ‘celebratory’ destinations Uber have manually added into the map. The idea is to highlight where a celebrated women in history and in the present day has either lived or worked.
Uber passengers are also being asked to submit their own suggestions to English Heritage for women deserving of their own Blue Plaques.
Dan Saxby of The Elephant Room said: “Through the campaign, Uber is demonstrating its commitment to equality and inclusion, shining a light on the lack of balance. Uber selected The Elephant Room as an agency that shares those same values.”
Based in London, The Elephant Room works with clients including VisitBritain, Dyson, National Trust, Decca Records and Zopa.