Uber – Australian Red Cross

Challenge

The Australian Red Cross relies on the generosity ​of the public to donate pre-loved clothing to help communities in need. Uber used its platform to offer free trips to donate clothes to the Red Cross.

Idea

We released an AI video on Instagram & TikTok that looked real, showing the excess clothing in Aussie wardrobes across Bondi Beach. We announced Sam Kerr as the campaign ambassador on TikTok.

Results

Over 100,000kgs of clothing was donated, doubling the initial target. This marked the most successful donation drive in the five-year collaboration between Uber and Australian Red Cross.

      • 2M organic views of AI stunt
      • 247M earned media reach
      • 760 pieces of coverage

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Herd MSL

Herd MSL is an public relations and integrated communications agency operating in Australia and New Zealand that provides strategic counsel and creative thinking. We champion our clients’ interests through fearless and insightful campaigns that engage multiple perspectives and holistic thinking to build influence and deliver impact.

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