On Women’s Day, Uber launches #WithinHerReach campaign
The campaign aims to sensitize consumers and bridge the gender commute gap by providing women riders safe and reliable mobility solutions
Celebrating the spirit of International Women’s Day, Uber has announced its new marketing campaign #WithinHerReach. The campaign aims to sensitize consumers and bridge the gender commute gap by providing women riders safe and reliable mobility solutions. With Uber’s first and last mile connectivity, the brand aims to make every destination #WithinHerReach.
As per the data from the 2011 census, 3 out of 5 women refrain from travelling beyond a kilometre for work. Despite finding their dream jobs, women often give up higher-paying offers in favour of a shorter commute resulting in an astonishing low ratio of men to women of 4.5 to 1 traveling to work. While there are many societal and cultural reasons for the gender commute gap, safety enroute to work continues to remain one of the major factors influencing this downward trend.
Speaking about the campaign, Lucinda Barlow, Senior Director Marketing APAC at Uber, said, “The gender commute gap is an issue that we at Uber really can, and should be helping with. Many Indian women are ruling out career opportunities to stay closer to home, whether it's down to safety concerns or a lack of travel options. With this campaign, we want to support women to pursue their ambitions, and to move forward the conversation within communities and workplaces as well as enable safe and convenient mobility options for everyone, especially women.”
The campaign will be launched pan-India and across relevant mediums.
