Uber offers more than a lift, it offers a personal connection. The tone of voice to be used therefore needed to be warm, compassionate, and inclusive, but not patronising. The campaign needed to show a real human moment, set in a city environment.
Driver-partners are independent contractors and accessibility training is not a requirement to drive on the Uber platform. The challenge therefore, is to create a video that is both educational and entertaining, so driver-partners will be encouraged to not only view the video of their own accord, but to also heed the anti-discrimination message. We also needed to consider how this message would be communicated to viewers with English as their second language and how to dispel stigmas associated with dogs being ‘dirty pets’. The service animals needed to be viewed as well trained working animals with a purpose and function to perform.