How Uber’s “Thank You for Not Riding” Campaign Built Trust?
During the Pandemic.
When the world shut down in 2020, businesses scrambled to stay relevant. Most companies found ways to keep selling their products (adjusting their messaging to fit the crisis).
But Uber did something completely unexpected.
Instead of encouraging people to take rides, they told them to stay home.
With the launch of their “Thank You for Not Riding” campaign, Uber prioritized public safety over revenue—a move that not only built trust but also strengthened their brand reputation for the long haul.
The Campaign: Thank You for Not Riding
At a time when companies were trying to keep customers engaged, Uber’s message was completely different:
🛑 “Stay home. Stay safe. Thank you for not riding.”
They even expanded on this with:
“Stay home if you can. And with drivers, delivery people, and restaurants, we’ll help move what matters.”
Instead of focusing on lost rides, Uber turned the spotlight on those who couldn’t stay home—nurses, grocery store workers, and delivery drivers. They made them the heroes of their campaign.
The campaign featured real stories from frontline workers—nurses, grocery store employees, and delivery drivers—who couldn’t stay home. Instead of focusing on passengers, Uber chose to highlight the people who were keeping essential services running.
But Uber didn’t just stop at messaging. They backed it up with action:
- Uber Medics was launched, offering free or discounted rides for healthcare workers.
- Uber Eats pivoted to support struggling restaurants, providing free delivery to help them stay afloat.
- In-app donations allowed customers to contribute to drivers and couriers affected by the pandemic.
This was more than just a marketing campaign. It was a brand stepping up to help its community.
What Made It So Successful?
Uber’s campaign worked because it was unexpected, yet deeply relevant.
It was genuine, well-timed, and backed by real action.
Other brands were adjusting their business models to maintain revenue but Uber chose to put people first.
- Empathy took centre stage
People didn’t want to be sold to. They wanted reassurance. Uber understood that and made the right call—showing care over selling rides. - A message that matched the moment
When safety was the top priority, Uber aligned with public sentiment instead of fighting it. - A Multi-Platform Approach
The campaign wasn’t just a social media trend—it was everywhere. TV ads, digital marketing, in-app notifications, and emails. This made sure that the message reached as many people as possible.
The Impact: Trust Over Transactions
The results of the campaign were immediate and powerful.
People saw Uber as a company that genuinely cared about public safety.
Uber eats became a lifeline for restaurants. This step lead to a 152% revenue increase in Q2 2020.
Customer loyalty also deepened. Even after lockdowns lifted, users continued choosing Uber because they remembered how the company responded during the crisis.
Uber’s approach proved that putting people first isn’t just the right thing to do—it’s also a long-term brand investment.
Legacy
Uber’s “Thank You for Not Riding” campaign left a lasting impact on the marketing world.
It showed that brand trust isn’t built by aggressive selling. It’s built by doing the right thing, even when it doesn’t drive immediate revenue.
The key takeaway? Sometimes, stepping back makes the biggest impact.
Would your brand be willing to do the same?
