CASE 02/UBERBringing the right people together around a complex problem
The context
As Uber's presence in Canadian cities grew, road safety was an important part of the broader conversation about the future of urban mobility.
Making progress required more than one company's perspective. It meant bringing together road-safety leaders, mobility experts, technology partners, and other stakeholders who approached the issue from different positions.
The challenge
Uber wanted to create a focused, invite-only forum where those perspectives could come together around evidence, ideas and practical opportunities to improve road safety.
For the conversation to be useful, the right people needed to be in the room, the agenda needed to give them something substantive to work on, and the day itself needed to move beyond presentations into genuine discussion.
“Working with SALT on our strategic partnerships supported the expansion of essential ridesharing safety initiatives. SALT’s deep industry knowledge and expertise was integral to the development of new, innovative opportunities with stakeholders.”
SALT's role
SALT designed the engagement from the ground up.
We developed the event strategy and agenda, identified and engaged participants, shaped the content and discussion, and facilitated the session itself.
Our role was both strategic and operational: establish what the gathering needed to accomplish, create the conditions for a productive conversation, and carry the work through to execution.
What changed
The event brought together leaders from across road safety, mobility and technology for a dedicated conversation about safer urban movement.
It gave Uber a credible forum to engage directly with stakeholders around a shared challenge and demonstrate its willingness to participate in the broader road-safety conversation, beyond its role as a rideshare platform. SALT’s engagement was a critical path for Uber’s growth and expansion in the Canadian market.