Quiet Ukraine Campaign Starts Uber's Social Impact Push

A brand-building exercise positions the transportation company as a force for good

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Uber, the technology-led transportation business, has been supporting communities around the world in various ways, from anti-domestic violence initiatives to vaccine drives. But with its recent campaign highlighting the work of its drivers in Ukraine, it has begun to showcase these efforts.

In December, Uber released three ads featuring the stories of Ukrainian drivers still working during the war, with the goal of raising funds for the United24 foundation to buy new ambulances. Since the campaign began to run across 10 countries through Uber’s own media channels, it has raised $1.6



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