This document is a case study about Uber’s efforts to engage multicultural communities in Australia. The case study highlights that 70% of Uber driver-partners in Australia were born outside of the country. To better connect with this diverse driver base, Uber launched an 8-month campaign that focused on sharing positive driver stories through multicultural media and community partnerships.

Here are some ways an organization can use Uber’s approach to engage multicultural communities:

• Share stories of individuals from diverse backgrounds. Uber published driver-partner stories in multicultural media outlets to highlight the diversity within their driver base. Organizations can use this approach to showcase the contributions of people from different cultures to their company or industry.
• Build relationships with community leaders and media outlets. Uber fostered relationships with community leaders and multicultural media outlets. Building these relationships can help organizations understand the needs and perspectives of different cultural groups and create more effective outreach strategies.
• Increase presence at community events. Uber’s case study emphasizes the importance of community presence. Organizations can participate in or sponsor events that are important to different cultural communities to build trust and visibility.
• Develop culturally appropriate communications. Uber created community factsheets to enhance their staff’s ability to communicate with multicultural communities. This highlights the need for organizations to tailor their communications to be culturally sensitive and relevant to the specific communities they are trying to reach.

Uber’s campaign successfully introduced the company into the multicultural communications space and strengthened community relations. The case study demonstrates how focusing on storytelling, relationship building, and culturally sensitive communication can help organizations engage multicultural communities.