In Brazil, parents travelling using Uber to vaccinate their children received a discount on their trip.
Being a parent is a busy job and anything that can make the life of a parent easier, cheaper or simpler is likely to be met by an eager — if slightly bleary eyed — audience. We recently wrote about a lift sharing service parents can order for their kids, and now have decided to reach out to the same demographic, offering a discount to parents who are vaccinating their children.
In September, Uber offered a discount to parents in Brazil taking their children to get vaccinated. The promotion was linked to ‘Multivaccination 2016’: a national campaign aiming to raise awareness about the importance of vaccinations and encouraging parents to update their child’s vaccination card regularly. The initiative was launched by Brazil’s Minister of Health and for one Saturday only parents travelling with their children in certain cities could enter the promotional code “UberGotinha”. In return they received BRL 20 (USD 6) in credit to cover journeys to and from participating health centers.
How else will we see big corporates get behind public awareness campaigns as a means of promotion?