Uber’s Times Square Campaign Honours Ukraine’s Heroic Drivers Keeping the Country Moving

After nearly 600 days of full-scale war in Ukraine a new phase of Uber’s Keep Ukraine Moving campaign is coming to Times Square. The campaign honours Ukrainian drivers keeping their country moving and aims to help continue raising donations for UNITED24, the official fundraising platform of Ukraine.

Uber’s campaign in Times Square features two massive billboards that will play rotating video vignettes spotlighting heroic Ukrainian drivers, encouraging us all to think about “What Makes a Hero?”. To bring this campaign to life, Uber partnered with impact innovation agency Kin who developed and executed the initiative in less than four weeks.

“Everyday the people of Ukraine show their commitment and dedication to keeping their country moving forward. Their resounding resilience inspired us,” explained Sophie Ozoux, co-founder of Kin. Added Kwame Taylor-Hayford, co-founder of Kin, “Heroes of war are not just the soldiers as we learned. But the everyday people, including drivers with Uber, who continue living their lives and making a living in spite of the jeopardy and destruction all around them.”

This new initiative tells their stories on one of the biggest platforms imaginable. Kin also worked with Ukrainian production company Shelter to capture original content on the ground in Kyiv.

The campaign also directs people to donate to UNITED24, the Ukrainian government’s fundraising platform to support the war effort, with whom Uber has partnered to help send life-saving ambulances to communities in urgent need.

“Since the full-scale invasion of Ukraine in February 2022, Uber has funded 500,000+ rides to bring refugees to safety, doctors to hospitals, and relief aid to frontline communities — all thanks to courageous drivers,” said Julia Paige, senior director of global social impact from Uber. “This initiative is our way of recognizing and honouring these remarkable men and women.”

In addition to its on-the-ground relief efforts, Uber has also raised over $10M to date for aid to Ukraine from rider donations worldwide and the company’s own matching grants.