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Uber Canada and MADD Canada Share a Mom’s Story to Raise Drunk Driving Awareness

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‘Shelly’s Story’ was created by Zulu Alpha Kilo and directed by Jessica Edwards through the agency’s in-house production studio

Uber Canada and MADD Canada Share a Mom’s Story to Raise Drunk Driving Awareness
In November, Uber Canada, in partnership with MADD Canada, launched a joint fundraising and awareness campaign to remind Canadians of the consequences of impaired driving.

The partnership campaign kicked off with a public service announcement delivering the message that no mom should have motherhood taken away and if you’re impaired, to request a safe ride home.  

Most recently, Uber wanted to personally bring the message directly to Canadians. On a cold night in Toronto, Uber Canada offered rides home to bar patrons who were greeted by Shelly. As an Uber driver and mother of three, Shelly shared her personal story of loss that was a result of an impaired driving crash, and thanked riders for finding a safe ride home.

“We felt this powerful message needed a powerful spokesperson. As a mom who’s been affected profoundly by drunk driving, Shelly understands the importance of providing a safe ride home,” said Zak Mroueh, CCO and founder of Zulu Alpha Kilo.

A recent study by the US Centre for Disease Control ranked Canada the highest for alcohol-related crash deaths among 19 high-income countries.

The campaign is supported by a PSA airing on national television along with Shelly’s story shared on social media by Uber and MADD Canada.
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Advertiser: Uber Canada, MADD Canada

Post Production / VFX

Colourist: Jason Zukoski, RedLab

Post Production Company: Zulubot

Creative Agency

Account Team: Nadine Arsenault

Agency Production: Jaclyn Garfinkle, Pam Portsmouth

Art Directors: Charline Fauche-Simon, Andrea Romanelli

Chief Creative Officer: Zak Mroueh

Client Servicing: Lindsay Liptok, Erica Edwards, Melanie Boudreau

Copywriter: Angeline Parsons, Jon Taylor

Creative Agency: Zulu Alpha Kilo

Strategic Planner: Heather Segal

Production Company

Director: Jessica Edwards

DOP: Devon Burns

Production Company: Zulubot

Line Producer: Marc Milliard


Audio Post Production: Zulubot

Producer: Jolette Samuel

Sound Engineer: Dino Cuzzolino


Editor: Jay Baker

Online Editor: Jay Baker (Compositor)

Genres: People

Categories: Government, Corporate, Social and PSAs

Zulu Alpha Kilo, Thu, 11 Jan 2018 17:46:09 GMT