Due to its massive scale and rapid growth in little over ten years, Uber is sometimes looked at as a faceless tech company and even perceived as unsafe. In reality, Uber is a very human product that plays an intimate role in many people’s lives. And in terms of safety, Uber’s innovations are setting the standard for the whole ride-sharing industry.

The in-ride safety film is shown on headrest-screens inside certain rides and is accompanied by a physical “in-ride safety card” that lists a range of safety features. The film is also made available to riders in the app, when they board their Uber. At a later stage in the campaign, an airline partner will be screening the film on their in-flight entertainment system, as a gentle safety reminder for people who continue their journey in an Uber after landing.

“Safety Never Stops” is a testament to Uber’s ongoing commitment to people’s safety. To highlight Uber’s suite of safety features, we drew inspiration from the airline industry and created the Uber equivalent of an “airline safety video”. In the light-hearted film we use airline safety jargon to explain a range of safety features that Uber has put in place to improve safety for both riders and drivers. Features like driver profiles, in-app emergency assistance and real-time ID checks.