Creative in association withGear Seven Creative Channel
Uber Canada and MADD Canada Share a Mom’s Story to Raise Drunk Driving Awareness
Advertising Agency
Toronto, Canada
‘Shelly’s Story’ was created by Zulu Alpha Kilo and directed by Jessica Edwards through the agency’s in-house production studio
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.
Agency / Creative
Post Production / VFX
Music / Sound