Uber I Love My Growth Is Now Challenge: an internal culture campaign as a challenge

The challenge was to create a communications campaign to boost I Love My Growth, an initiative that was just being born inside the company. Launching something new in internal culture has a particular difficulty: there is no history, nobody knows yet what it means and it competes with every other day-to-day priority.

In a fast-paced company, culture initiatives are often seen as an extra layer of corporate messaging. The risk is that the name becomes known but not practised. The campaign had to make sense of the initiative from the very first contact, invite people to join in rather than simply inform them, and connect with the company’s character, so that the team felt it as their own and not something imposed from above.

The concept was to communicate culture activism as if it were a challenge, powered by the company’s energy and passion. Hence the name: I Love My Growth Is Now Challenge.

It works because a challenge has something an information campaign lacks: it invites action. Framing culture as a challenge turns employees from message recipients into participants. It also connects with the identity of a company that moves fast and thrives on momentum; speaking to it with its own energy makes the message sound like it comes from home. The work included the creative concept, a series of activities so the challenge could be lived, the campaign messages and art direction that gave the initiative a recognisable image from day one.