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When Drivers Attack Women, Uber Gets Defensive
By: Emory Brown
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There are some things that are just plain despicable — one is to attack someone in an effort to fulfill selfish lusts of sexual pleasure. It’s better known in some circles as sexual assault. Uber drivers have attacked several women over the last several months, and the company’s answer to these attacks is that they were the womens’ fault. Can we say chauvinistic douchebags?

In the 21st century, you would think that a tech company would be more concerned about what has happened to women who were obtaining rides under their care. Uber is one of the fastest-growing transportation companies in the world. Senators and major business executives use Uber to travel to and fro and haven’t reported one incident of foul play. However, when several young women stepped forward to call their attackers to the carpet for their sins, Uber’s rebuttal was that the women were too drunk or wore clothing that was enticing, which apparently gave their drivers the OK to pursue them sexually.

People go to the club to party and get drunk, and many take cabs or use services such as Uber to make sure they don’t drive drunk and potentially harm someone. Yet, as a brand that should be actively promoting and encouraging this type of behavior, Uber is basically saying that if you’re a woman, you don’t want to drive drunk, and you use our service, don’t get mad if our drivers want a little more than a tip. I guess all male drivers are rendered powerless against the beauty of a drunken woman and must yield to the depths of the dirtiest type of humanity.

I know guys aren’t perfect, but this is a little ridiculous. This dismissive attitude to women’s rights is a flagrant slap to years of equality work. Uber as a brand has failed miserably, and their entire marketing team should be fired for it. Women have been dragged out of cars by drivers. Women have woken up in hotel rooms next to their drivers. Women have fallen asleep in the back seats of their drivers’ cars and woken to find themselves being fondled. A Uber driver dragged an African American woman out of his car and choked her because he saw her kissing her white husband. A driver stopped his car to grab a woman’s breast because in his country, when a woman doesn’t wear a bra, that means she wants to have sex. Do they screen these guys? Come on. Let’s be serious. This is blatant disrespect.

As brand, Uber has lost so many cool points that I don’t think they have any more. When women are being attacked, real brands step in the way. They speak up. They take action. They don’t hide behind the cowardice of excuses. They don’t cover up the actions of their employees to ensure company valuations. A real brand takes care of their customers. A real brand makes sure all their customers are respected…especially the ladies.


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About the Author
Emory Brown is an award-winning creative director/writer whose mission is to spread the gospel of what great marketers can do when they put their heads together and work together for the greater good and not the bottom line. Working with many esteemed clients, his portfolio of work ranges in genre from conservative to ultra-modern including American Family Insurance, United Airlines, Mazda 6 and RX-8, Illinois Lottery, Tyson, Miller Genuine Draft, Nike Air Force 1, and Mercedes Benz, to name a few.  
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