Shebah has launched its first national brand campaign, Safer Together, via Shebah’s storytelling agency Enthral. The campaign highlights its all-women rideshare service in the $6bn rideshare industry.
Shebah – founded by former ABC breakfast host, comedian and mother of four George McEncroe – is Australia’s first and only active all-women rideshare service.
The campaign leads with a series of videos using Shebah riders and drivers who share their own experiences about why working or travelling with Shebah gives them a true feeling of safety.
Shebah’s marketing director, Carol O’Hanlon explained why using real women was essential in bringing the campaign to life: “Safety for all women and their families is the number one priority at Shebah and is the reason all our riders and drivers choose Shebah. So we felt that the most authentic way to communicate this was to hear from these women who truly feel safer together.
“Each of these rider and driver stories touches on the different reasons why they have chosen Shebah – everything from drivers earning more than they would with other rideshares, to passengers who like sitting in the front seat, as well as those women that love knowing their driver will wait for them to get in the front door. Regardless, the one thing all of these women have in common is the desire to feel safe.”
The Safer Together campaign is also supported with a partnership with Mamamia, national radio advertising, outdoor and public relations, which will also be led by Enthral, who was appointed by Shebah earlier this year to lead the brand’s content and PR.
Says Cameron Smith, founder and managing director, Enthral: “Many of the Shebah drivers and riders have such engaging stories which helps create this strong community of women across the country. We’re proud to help tell these stories.”
The Shebah app is available to download at the Apple App Store and Google Play.
Women wanting to join the Shebah community as drivers can register at www.shebah.com.au.
CEO: George McEncroe
Head of Marketing: Carol O’Hanlon
Campaign Manager: Gabriella Xipolitos
Creative, Production and PR: Enthral
Director / Producer: Erin Oliver
DOP: Dan Farmer
Editor: Chris Jowesy
Photography: James Rowe
Publicity: Stefanie Miro