Safety never stops, says Uber

Charlie Spargo's picture
by Charlie Spargo

In an airline safety-briefing style advert, Uber show customers they're committed to riders' safety.

Hoping to counter some of the negative press they regularly receive, Uber's recent PR push is the 30-second spot for UK audiences, Safety Never Stops.

Created by 72andSunny Amsterdam, the ad shows the selection of special features available in-app for both customers and drivers that keep everyone safe. In the style of a flight attendant showing flyers where the exit doors and lifejackets are, they explain.

Riders can keep a close eye on the progress of their journey using the app, and share a real-time map of where they are with family and friends. Drivers must complete a full DBS check before joining Uber, and a limit on their time prevents overtired Uber drivers being out on the road - allowing them time to enjoy themselves and sleep. And a new 'emergency assistance button' lets riders report anything wrong should something occur en-route.

This last feature is something Uber might be hoping will repair some of a partially tarnished reputation, following problems with violent or dangerous Uber drivers, price surges during national tragedies, and relentless criticism from the black cab driving community.

"We put safety at the heart of everything we do, and Uber has made a number of important steps that have made our platform safer, such as the introduction of key safety features within the app," said the ride-sharing company's EMEA Head of Marketing.