In conjunction with International Women's Day (IWD), Uber has launched a campaign film to celebrate its female drivers. Titled #DrivenWomen, the film was developed by Uber’s in-house creative team, CreativeX, in collaboration with Freeflow Productions and frame by frame pictures. It runs in markets such as Singapore, Malaysia, Thailand, Philippines, Vietnam, Hong Kong and Taiwan.
The film brings together women who shatter stereotypes as it sees female drivers go beyond by bringing hundreds of thousands of riders to their destinations everyday. In addition, the film explains the stories of women who have joined Uber as a way to earn an income while also balancing other responsibilities, such as family, work, and education.
According to a recent global study conducted by the International Finance Corporation, 74% of female driver-partners cited flexibility as the key reason they drive for Uber. In a press statement, Eshan Ponnadurai, director, brand and strategy, Uber Asia Pacific said the film is aligned with this year’s International Women’s Day global theme, #PressforProgress.
“We are delighted to showcase this film, which features our female driver-partners who challenge the status quo by driving with Uber. It’s about starting a conversation around how women are empowering themselves.” Ponnadurai added.