CASE STUDY: UBER
When Miami's antiquated transportation regulations prevented Uber from operating in the city, Travis Kalanick personally commissioned Helena Price to develop an activist campaign that would demonstrate widespread local support for the ride-sharing service. Price's campaign captured the authentic stories of over 60 Miami residents, revealing their perspectives on how Uber could enhance the city's transportation, culture, and safety landscape.
Faced with significant political opposition and a demanding one-week timeline, Price developed a creative strategy rooted in her signature approach of amplifying authentic community voices. She assembled a team of influential photographers known for both their artistic talent and substantial social media following. Together, they conducted intimate interviews and photo sessions with a diverse cross-section of Miami society—from political figures and celebrities to working professionals and taxi drivers.
The visual narrative celebrated Miami's vibrant culture through photography and personal interviews captured in subjects' natural environments. Price leveraged both Instagram's growing influence through her photographers' networks and a dedicated website, miamineedsuber.com, to present these stories as a comprehensive art installation. This strategic approach effectively aligned Uber's objectives with community needs, creating a bridge between the company and government officials.
Despite the challenging timeline, Price's collaboration with Uber's internal teams, including communications and engineering, proved invaluable. Her team worked intensively, often for 20-hour days in Miami, to bring the campaign to life. The project expanded beyond digital platforms to include billboards, hand-painted murals, airplane fliers, truck skins, newspaper ads, and even branded coconuts distributed on Miami's beaches—all designed to spark community conversation.
The "Miami Needs Uber" campaign reached millions, quickly accumulating over 120,000 likes and 1,200 comments on Instagram. While it sparked considerable debate around Uber's expansion, Price's focus on genuine community voices rather than corporate messaging helped mitigate criticism and highlight the potential societal benefits of Uber's services. The campaign's success ultimately contributed to Uber's legalization in Miami, demonstrating the power of authentic, community-driven storytelling to influence public policy and create meaningful impact.
Faced with significant political opposition and a demanding one-week timeline, Price developed a creative strategy rooted in her signature approach of amplifying authentic community voices. She assembled a team of influential photographers known for both their artistic talent and substantial social media following. Together, they conducted intimate interviews and photo sessions with a diverse cross-section of Miami society—from political figures and celebrities to working professionals and taxi drivers.
The visual narrative celebrated Miami's vibrant culture through photography and personal interviews captured in subjects' natural environments. Price leveraged both Instagram's growing influence through her photographers' networks and a dedicated website, miamineedsuber.com, to present these stories as a comprehensive art installation. This strategic approach effectively aligned Uber's objectives with community needs, creating a bridge between the company and government officials.
Despite the challenging timeline, Price's collaboration with Uber's internal teams, including communications and engineering, proved invaluable. Her team worked intensively, often for 20-hour days in Miami, to bring the campaign to life. The project expanded beyond digital platforms to include billboards, hand-painted murals, airplane fliers, truck skins, newspaper ads, and even branded coconuts distributed on Miami's beaches—all designed to spark community conversation.
The "Miami Needs Uber" campaign reached millions, quickly accumulating over 120,000 likes and 1,200 comments on Instagram. While it sparked considerable debate around Uber's expansion, Price's focus on genuine community voices rather than corporate messaging helped mitigate criticism and highlight the potential societal benefits of Uber's services. The campaign's success ultimately contributed to Uber's legalization in Miami, demonstrating the power of authentic, community-driven storytelling to influence public policy and create meaningful impact.
