How to Make Ride Share Better for Women

Many women riders feel safer with women drivers, but sometimes women drivers don't feel safe driving men. In the fall of 2023, Lyft announced Women+ Connect, a new preference feature that prioritizes matches between women and nonbinary drivers and riders. We turned the feature into news with a campaign across owned and earned channels that stretched from Today to The Times to TikTok.

We developed the platform "Ladies Room Energy," the feeling of openness that women+ people experience when the presence of only women turns a shared space into a safe space. It's a feeling often felt in the ladies room, and it supercharged our social work.

Our Women Get a Woman video (below left) went viral, earning over 5M views and counting.

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