Uber has a new tactic to prevent drinking and driving: give people the opportunity to self-breathalyze and offer them a free ride home.
"Uber Safe," a Canadian campaign created out of Rethink aiming to keep intoxicated people off the road, offered a roadside breathalyzer to people out drinking after midnight, the time when drunk driving triples. Custom-built out of design studio Stacklab, the machine was stocked with disposable straws and used an app that reveals your blood alcohol level after six seconds of blowing.
"We want to ensure a safe, reliable and affordable ride home is available to everybody, especially late at night when drunk driving is most common and can be avoided," Ian Black, Uber Toronto's General Manager said in a press release.
Using the breathalyzer was a win-win: participants received a free ride home whether they passed or failed the test.