Uber • Red Cross LIFE CODES
Uber, in collaboration with the Mexican Red Cross, Victimas de Violencia Vial, and Reacciona por la Vida, launched the impactful campaign “LIFE CODES” to address a pressing issue in Mexico: drinking and driving. This campaign was a multifaceted effort, involving data collection, real-life stories, and innovative solutions to combat a problem that claims over 15,000 lives annually in Mexico.
The Campaign Concept
“LIFE CODES” was designed to offer a practical solution to the dangers of drinking and driving. By collecting data and license plates from cars involved in such accidents, Uber turned these plates into discount codes for safe rides home. This creative approach not only provided an immediate benefit but also raised awareness about the consequences of drinking and driving.
Realization and Execution
The campaign kicked off with a compelling video explaining the initiative. License plates from accident-involved vehicles were displayed in a bar in Mexico City, each serving as a “life code” that offered discounts on Uber rides. Additionally, a dedicated landing page shared the poignant stories of survivors behind these codes, adding a personal touch to the campaign.
To ensure nationwide reach, Uber leveraged social media influencers who promoted the life codes on weekends when drunk driving incidents are most prevalent—Friday to Sunday from 9 PM to 4 AM. This strategic timing maximized the impact, targeting peak hours for drinking and driving.
Impact and Results
The “LIFE CODES” campaign successfully redeemed over 10,000 life codes, demonstrating a significant engagement with the initiative. More importantly, it heightened awareness about the dangers of drunk driving and positioned Uber as a viable solution for safe transportation.
Nationwide Awareness
The use of influencers played a critical role in spreading the message across Mexico. Social networks were flooded with posts about life codes during weekends, ensuring the campaign’s visibility and effectiveness. This widespread promotion helped reach a diverse audience, further amplifying the campaign’s impact.
Survivor Stories
Central to the campaign’s success were the real-life stories of accident survivors. These narratives provided a stark reminder of the human cost of drinking and driving, making the life codes more than just discounts—they became symbols of hope and second chances.
Conclusion
The “LIFE CODES” campaign by Uber and the Mexican Red Cross is a powerful example of how innovative thinking and collaboration can address serious social issues. By turning accident data into life-saving discount codes, the campaign not only provided a practical solution but also raised crucial awareness about the dangers of drinking and driving.
This initiative, launched in November 2022 by ad agency Impala67, effectively utilized content, experiential, and integrated media to reach its audience. It stands as a testament to the potential of creative campaigns to make a real difference in public safety and behavior.
Through “LIFE CODES,” Uber has shown its commitment to using technology and data to enhance mobility and safety, ultimately saving lives and encouraging responsible behavior.
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