Zulu Alpha Kilo found Shelly, a woman who became an Uber driver after her daughter was killed by a drunk driver. The team followed her as Uber customers made their way home with Shelly, and documented their emotional conversations into a social video.

People are desensitized to ads that show the personal risks of impaired driving. And so working with a mother whose child was a victim to drunk driving meant being able to connect with people on a different level. Shelly’s story reached 1.5 million Uber users through its app and the brand’s fundraising goal of $100,000 was achieved in less than three weeks, 11 days ahead of its target. The campaign also picked up a Gold Partnering and a Silver Experiential award.