inclusively made

More Than A Policy

Changing the way people move

The Task

Uber is changing the way people move around cities, and this includes members of the community with different accessibility needs. As such, Uber requires its driver-partners to accommodate riders travelling with service animals or other assistive devices to the maximum extent possible, and to deliver the same premium experience as with any other rider.

It’s crucial that Uber does its part to ensure driver-partners are educated on the relevant anti-discrimination materials for their own protection and the protection of riders using the Uber platform.  

At Taste, we were tasked to develop a clear, succinct and engaging service animal education resource, in the form of a video which would be sent out via email and used on social media. We needed to inform the audience of the anti-discrimination laws as well as Uber’s policy on allowing service animals to ride in Uber vehicles.

The Strategy

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.

The Brilliant Idea

Tell the story of a high achieving person who requires a service animal. Through implementing the storytelling device of a ‘twist’ at the end of the film, we positioned a guide dog as an integral part to helping this person achieve their goals.

The resulting film is a surprising story that reveals the importance of service animals. We elevate the animal to being more than just an animal, but a hard working colleague. Our tag was ‘More Than a Policy’ to further elevate the animal’s status in the messaging of the video.

The Outcome

An emotional, engaging and surprising video which tells the real story of a man with a vision impairment who has achieved incredible feats with the help of his service dog. Due to the twist at the end, the film disarms the audience, helping viewers to understand the importance of these animals in society and that refusing to give a service animal a ride is an offence.

This project was made inclusively.

The production created opportunities for people living with disability to work in front of, and/or behind the camera, to help develop their experience in the professional creative industry.

Writer & Director
Account Manager
Editor & Colourist