Uber needed to respond quickly and forcefully to recent public events around rider safety and driver confirmation. Their messaging needed to reach young female riders in particular. Uber and its media agency turned to OnCampus Advertising (OCA) to develop a media plan to reach college students nationally as well as the general population in three large metro markets. They chose to use digital out-of-home displays (DOOH) because the creative could be deployed quickly and reach a broad audience.