Campaign created for DiDi to increase awareness and trust in the platform’s safety features among passengers and drivers.
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The objective was to educate audiences about the safety tools built into the app, demonstrating the systems and technology that help protect every ride.
Insight
Many users assume that ride-sharing platforms lack real safety monitoring or protection tools.
Creative Idea — “Your Safety Is Not a Myth”
We used humor and contrast to make safety features easy to understand. A series of content pieces featured two recurring characters:
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The Skeptic – convinced safety tools don’t exist.
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The Optimist – who proves they do.
Through their interactions, each piece revealed and explained key safety features within the DiDi platform, showing how the app actively supports passenger and driver safety throughout every trip.
The format turned what could have been technical explanations into engaging, shareable content that built trust in the brand.