pride 2018
Go Together
It is our uniqueness that unites us. We all look, think, and love differently, but we all march for the same thing: Equality. As we gather on common ground to drive progress, we’re reminded that we are not alone. And that to go forward, we must go together.
Just as Uber does with every trip, this campaign creates opportunities for individuals to come together and move as one.
Photoshoot
We brought together a diverse group of 16 LGBTQ+ employees, GLH experts, drivers, and delivery partners for a photoshoot in Los Angeles. With the colors of the Pride flag as our backdrop, we captured the uniqueness of each individual in a portrait, then grouped everyone together to reflect the full rainbow.
While on set, we interviewed everyone about being part of the LGBTQ+ community, coming together for Pride, and advocating for equality.
Internal & External Comms
The Traveling Flag
To bring to life the concept of togetherness in the real world, we sent a larger-than-life Pride flag to four major cities around the globe: Sao Paulo, Mexico City, San Francisco, and Amsterdam. At each Pride Parade, local employees, GLH experts, drivers, and eaters walked together, proudly waving the traveling flag and making a stronger LGBTQ statement than any float ever could.
HQ Exhibit
After celebrating Pride around the world, we wanted to showcase The Traveling Flag and all the moments of connection it created around the world. So we designed and built an exhibit at our headquarters in San Francisco that honored the individualities of our LGBTQ+ community and highlighted the strength of coming together.
SÃO PAULO
The global journey started here.
On June 3, 2018, our larger-than-life traveling Pride flag made its big debut at one of the largest Pride parades in the world. More than two million people came together to push for progress and have their voices heard, including influential artists from the local LGBTQ+ community. Prior to the parade, we hosted a panel with them to discuss the need for understanding and acceptance. Then they took the stage on our custom-built float to sing, dance, and celebrate with the city.
MEXICO CITY
We took to the streets together.
Not only did Uber attend the Mexico City Pride parade, we were also the official sponsor of the event. Employees, drivers, friends, family, and allies marched arm-in-arm through the city center, waving our traveling flag for the entire world to see. But our presence didn’t stop there. We also created digital billboards for the surrounding area and worked with a local artist in the LGBTQ+ community to commission a one-of-a-kind mural installation.
SAN FRANCISCO
Our community grew stronger.
The traveling flag’s next stop was right here in San Francisco. It joined a traveling float that also made an appearance in San Diego and Los Angeles, but our biggest showing was in the city where Uber got its start. Over 400 employees representing more than 20 offices and 100 teams gathered on Market Street, making this our highest parade attendance ever in the US. And to top it all off, the traveling flag was sent back here at the end of its journey for our global Pride to be put on display.
AMSTERDAM
There’s no stopping us now.
The Netherlands was the first country in the world to legalize same-sex marriage, and this year was Uber’s second time taking part in its parade unlike any other. Eighty employees, including members from every ERG, sailed down the canal aboard our beautifully decorated boat float. They were true representatives of the “Heroes” theme, celebrating those who stand up and contribute to the community. And while this may have been our traveling flag’s last stop of the year, the journey to equality for all doesn’t stop here.
