Uber drives home its stance against racism in a new campaign honoring the 57th anniversary of the March on Washington.
The tech company unveiled its new Right To Move campaign with a slogan painted on billboards across the United States candidly declaring “If you tolerate racism, delete Uber.” The message further reiterates Uber’s stance on racism by stating in smaller font, “Black people have the right to move without fear.” In addition to billboards, Uber is advertising Right To Move through social media, email, and within its apps, which could help the campaign gain further traction according to a Gartner report. Uber took to Instagram and Twitter to restate its “commitment to being an anti-racist company” on August 28, the same day as the March on Washington, which Uber also paid tribute to with the hashtag #MOW2020.
As part of its anti-racism commitment, Uber published a series of initiatives that will roll out over the next two years. These company-wide changes include a new anti-racism education layout for both drivers and riders to partake in as well as the formation of a work group to uncover and eliminate bias in Uber’s services. Additionally, Uber is dedicating $10 million to black-owned businesses that it will support and highlight through all of its services, including UberEats. The initiative follows a similar update launched by the company in June that spotlighted Black-owned restaurants and gave free delivery to any customers who ordered from them. The new pledges from Uber to support Black riders and business partners could resonate with consumers around the country looking for brands that act on their commitments to racial equality. However, the timing of Uber’s latest announcement—i.e. rolling out its new message on the same day as the March on Washington—has drawn criticism from some who see the move as opportunistic.
Regardless of critiques, Uber’s campaign decrying racism could help its customers feel supported and in turn, more likely to use its services.