All female ride-share company Shebah joins push against Uber and taxis with safety campaign
The all-female ride-share service, founded by broadcaster, writer and comedian George McEnroe, has launched its first promotional campaign.
Shebah aims to disrupt the ride-sharing industry and only employs female drivers. It will transport women and their school-aged children, and will also allow boys under the age of 18 to take a solo trip if they are travelling to or from school.
The aim of the service is to make women feel safer, and remove the dread that accompanies women trying to find their way home.
The promotional push for Shebah comes after numerous attacks on women by Uber drivers, and while the taxi industry is renewing its push against ride-sharing services.
The campaign was promoted by Enthral and features Shebah drivers and passengers, who share their own experiences about why the company makes them feel safe.
It will run across digital and social, and will be accompanied by a partnership with Mamamia, as well as national radio advertising, outdoor and public relations.
Shebah’s marketing director Karen O’Hanlon said the campaign was authentic.
“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,” she said.
“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 ride-shares, 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.”
Enthral founder and managing director Cameron Smith added: “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.”
CAMPAIGN CREDITS:
Client: Shebah
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
Why is that tendency now a days to often give a bad media to uber as a company and “satanize” uber drivers in the process.
Is all ok to have a variety of companies in the
ride- sharing industry, but what is not ok is to often use the random isolated cases of violence and wrong doings of some drivers,to benefit the competitors..
Uber has earned its place in the market ( yes with is his and bads sizes) by providing an Alternative affordable service while offering common people alternative and flexible source of income ( in this already competitive a hard labouring conditions )
So good for Shebah. Better for uber to keep still leading and innovating in the market Sincerely
An Uber Driver
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Does Shebah like Uber specifically deny the safety of every rider on every trip ? Uber says drivers are 3rd party providers and they do NOT guarantee the ‘safety’ of their riders. Is Shebah’s T.O.S. contract the same ? Don’t know a single actual taxi service in Australia that has you sign your rights away before every ride.
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This is total discrimination…what about a transgender?
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Uber has earnt NOTHING they are a ponzi scheme who are predators. They average a sexual assault a week in Victoria even though its not reported. Uber are a joke and need to be booted from this country. All uber drivers are scumbags.
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It’s ok to discriminate on male drivers, then it should be ok to look into who is committing these attacks against women. There should be a pattern emerging, since every time an Uber driver indicted for an assault appears before a tribunal, he seems to belong to a particular group!
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Exactly..
I don’t get why because a few isolated incidents all ubers are bad… Shebah discriminates against males…
Imagine if it was the other way around the uproar from the females screaming discrimination…
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What numerous attacks by uber drivers? Theres been less than 10 attacks by uber drivers.
Taxis had a lot more reported attacks and no one did anything about it… At least with uber those drivers get deactivated immediately…
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But please don’t critically examine any of the complex geo-politics that lead to unbalanced people in desperate situations! I just want someone to blame!
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All readers understand if they are objectively reviewing commentary above. An Uber driver and x cabbie so some self interest.
Personally there are bad apples in this world and in transport of passengers every way known there have been instances of unacceptable behaviour towards women. Try riding a bus or train?
I am an old fart and I was taught by my mother always for men to walk kerbside when in female company, always open a door, always when you drop a lady make sure they are inside and safe before exiting etc. Yeah go on I am good old fashioned and out of date.
Poor comparison I guess but white lady funerals do a good business for not dissimilar reasons as what this new venture is about.
Sometimes, not all the time, that tiny extra care factor because they do care draws out the swinging voter who wants the courtesy the company intend to provide.
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I love a balanced view.
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Said by someone who has clearly never lived through an uber/cab driver trying to sexually assault them.
Worry less about discrimination and start trying to understand that women roll the dice every time they get in cab/uber.
Same way women roll the dice every time they walk home from the train station. Or walk through an empty car park. Or take a shortcut.
If that was your reality you’d care.
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Shebah takes transgender customers. “Shebah drives women and children, and those who live their lives as women.” And there are also circumstances where Shebah will also drive men. It’s all laid out in their FAQ’s, why not take a look: https://shebah.com.au/faqs/
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Shebah does take transgender customers. “Shebah drives women and children, and those who live their lives as women.” And under certain circumstances Shebah will take adult male passengers too. It’s all in the FAQ’s, why not take a look? https://shebah.com.au/faqs
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Like really would there be an uproar? I feel like you are completely missing the point, intentionally or otherwise.
No-one here is saying all Uber drivers are ‘bad’, just that people will use a service that tries to make its users feel safe. I strongly suspect men would not use your hypothetical service as they feel safe using current providers, and many men would even ridicule it.
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Unfortunately for Shebah, and no blight on the ads, Uber only needs to add a “request female driver’ button to their app and they instantly lose their competitive advantage.
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In some markets they already do.
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What is not being highlighted in these comments is that Shebah also takes young children, unaccompanied by adults. Have used them a bunch of times for that to pick up from school or take to or collect from parties etc when we are not able to. You wouldn’t do that with an Uber!
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I am so glad we live in a capitalist society where the free market can determine if this is a good idea or not.
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Thanks for clearing that up.
I didn’t realise that all transgender people “live their lives as women”.
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Huh Hmmmm? You’ve confused me. I took from Sandy’s original comment that she was referring to MTF transgender would be discriminated against. Shebah will take any rider that identifies as female, not just cis females.
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I rule.Plain and simple I am a rad guy.
Oh and also an uber eats driver [Edited under Mumbrella’s comment policy].
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