Position Uber Teens as an essential tool that makes guardians feel confident and connected to their teen’s journey.

Strategy

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Strategy 〰️

TENSION

Parenting a teen is a constant paradox of independence and oversight.

Guardians strive to give their teens the freedom they need while ensuring their safety. It’s a delicate balance: step back too much, and they worry; step in too much, and they risk pushing them away.

CORE INSIGHT

Gaining autonomy doesn’t have to mean losing control.

No more endless texts (“Let me know when you get there”). Uber Teens turns every ride into a natural moment of reassurance, where teens independence meets guardians peace of mind.

STRATEGIC IDEA

Show that teens will always notify their guardians upon arrival.

Execution

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Execution 〰️

Agency: AKQA

My role: as Associate Strategy Director, I was responsible for owning the strategic vision - shaping the tension, crafting the insight and briefing the creative team. I acted as the main link between client and agency, leading presentations and ensuring alignment at every stage.