Uber has unveiled a new ad campaign that highlights the company’s diversity and inclusion efforts and a number of its drivers.
The campaign will run through the middle of next month and includes a new series called #UberHandsOn.
It follows a series of tweets from Uber’s vice president of diversity, Emanuele Abmas, as he discusses how diversity helps Uber attract the best and brightest drivers.
Abmas explained to Recode that he first began to work on the campaign when he was a junior at the University of Southern California.
He quickly realized that diversity was something that he was passionate about, and it was something he wanted to bring to the company.
“I really wanted to take the initiative and create something that was going to really drive change and change people’s lives,” Abmas said.
The new campaign follows a similar trend for the company to highlight its diversity initiatives, with the goal of improving drivers’ perceptions of the company and its culture.
“We have had a great success with diversity and how we have done it with Uber,” Abias said.
“The fact that we have so many diverse drivers in our organization makes it really clear how valuable that is to the organization.”
Abmas continued by saying that the campaign is part of a broader effort to make Uber more inclusive.
“At Uber, we believe in the principle of inclusion,” Abasas said.
Uber recently unveiled a diversity survey that will be completed in the coming months.
The survey will include questions on gender, race, ethnicity, age, education level, and more.
The company said it has worked to ensure the responses reflect the diversity of drivers and passengers.
“In addition to the survey, we have created a new online community to help drivers identify their diverse communities,” Uber said in a statement.
The ad is expected to run throughout the middle and end of next week, according of Abmas.
“As drivers, we are all human beings and we all have our differences,” Abhasas said in the tweet.
“And so the question of ‘What can I do to change the perception of Uber?’ becomes more important than ever.
And so it is that we must take action to ensure that we change people and our world in ways that they are excited about.”
The new #UberRoles campaign follows the #RaceTogether campaign that the company launched last year.
“Race Together is a powerful idea that has become an everyday reality in our society,” Uber CEO Travis Kalanick said in an announcement.
“Over the past year, we’ve heard from thousands of people who are calling on us to do more to end systemic discrimination against people of color, and to do so in ways we know will work for everyone.”
Uber’s new #Race Together campaign will be part of an ongoing effort to highlight the diverse communities it has in the United States.
Uber has also released a diversity report for 2017 that highlights what it says are the largest numbers of people of all races and ethnicities working in its global supply chain.