.
Motherhood
Uber and Mother Against Drunk Driving Canada
.
M.
TAGS
ART DIRECTION. CONCEPT & IDEATION. CONTENT CREATION
INTRO
Fatal crashes involving alcohol or drugs remain the leading criminal cause of death in Canada, according to Mothers Against Drunk Driving (MADD). To raise awareness around the issue at a time when drivers may be tempted to drive home from holiday celebrations, Uber partnered with MADD Canada on a PSA campaign to remind Canadians of the dangers of driving while impaired.
The PSA aired on national television throughout the holiday season with its overarching message “No mom should have motherhood taken away”.
RESULTS
Reach
1.8 million Canadians
Earned media impressions
11.5 million
Donations in 19 days
$100,000
CREW
Creative Director
Zak Mroueh
Copywriter
Angeline Parsons
Director
Adam Azimov
Agency
Zulu Alpha Kilo
