Uber is doing its part to promote the COVID-19 vaccination program by giving people free rides to and from their appointments, in a campaign fronted by Spike Lee.

The ride hailing firm is donating 10 million free rides, plus allowing others to donate towards providing more via its in-app donation button, supported by the PayPal Giving Fund.

The program is being promoted via a PSA, created via R/GA, directed by Tyler Mitchell. It shows Lee speaking passionately about the people on his block, and emphasizing that nobody should have to miss out on an appointment just because they cannot afford a ride, or because of their "address, income or skin color." The spot is running on TV, online and social media.

"Many people don't have a reliable way to get to a health center or hospital," said R/GA SVP Executive Creative Director Shannon Washington, in a statement. "Having to drive two or three hours round-trip to see a doctor, or take two or three buses, can be a significant barrier to getting quality care. With this Uber campaign and through Spike’s voice and Tyler’s vision, the message is clear -- communities and companies can come together to help close the inequity gap in order for everyone to get a shot."

"At Uber, we're committed to helping ensure transportation is not a barrier to getting a vaccine," stated Uber Director of Social Impact Julia Paige. "That's why we've launched the in-app Uber Donate feature and the Vaccine Access Fund. With the help of nonprofit organization Local Initiatives Support Corporation, we'll help those most in need reach a vaccine."