Uber has launched a campaign that celebrates Ukrainian Uber drivers who also support the war effort in various ways and are recognized as everyday heroes. 

The rideshare giant enlisted NYC-based agency Kin to develop the campaign, “Keep Ukraine Moving,” which includes two massive billboards in Times Square that share the stories of the Ukrainian drivers.   

The billboards play rotating video vignettes that showcase those stories and encourage viewers to think about “What Makes a Hero?” 

The campaign calls attention to UNITED24, the Ukrainian government's fundraising platform, to help raise funds for life-saving ambulances.  

The campaign video was shot on the ground in Ukraine by Ukrainian production company Shelter.  

“Since the full-scale invasion of Ukraine in February 2022, Uber has funded 500,000+ rides to bring refugees to safety, doctors to hospitals, and relief aid to frontline communities — all thanks to courageous drivers,” said Julia Paige, senior director of global social impact from Uber. “This initiative is our way of recognizing and honoring these remarkable men and women.”  

In addition to its on-the-ground relief efforts, Uber has also raised over $10 million to date for aid to Ukraine from rider donations worldwide and the company’s own matching grants.