In 2017, women-led companies received only 2% of VC funding. The following year, Uber drove more female entrepreneurs toward opportunity by partnering with Girlboss for the annual Uber Pitch competition. We launched the conversation with a social experiment focused on gender perceptions and leadership in business.

The call to #RethinkTheRatio didn’t stop there. We talked about the inequalities in soccer with legends Mia Hamm, Abby Wambach, and Julie Foudy, and took a ride with Lizzo and Kim Petras to discuss the gender disparities in the music industry.

Social Experiment, Digital, Social


Uber Pitch received over 2,500 entries in just two weeks, and awarded $220,000 to 3 winners at the Girlboss Rally in New York. With more than 406 million overall impressions, Uber saw 98% positive sentiment in earned media and an 84% increase in engagement. The campaign was also featured in outlets like Fast Company and Free the Bid, and even got a shoutout from Mr. Serena Williams.


ECD: Paulie Dery
CD: Lauren Moreno
ADs: Shannon Hovick + Ali Fujii
Copywriters: Erin Schwarzbach + Meg Gallagher
Producer: Deb den Iseger
Director: Lauren Caris Cohen
Production: Stink
Partners: Girlboss, Billboard Music, Copa90