A Canadian ridesharing company channelled the spirit of the Thanksgiving holiday into a campaign that converted passenger trips into free meals for families in need.
Uride, through its Good Deed Initiative, funded and distributed Thanksgiving dinners to homes across its service areas with the goal of “bringing warmth, comfort and joy to (the) households.”
The program was designed to directly link customer rides to community support.
Portion of every ride contributed
The initiative operated by dedicating a portion of the fare from every trip taken during the Thanksgiving period towards the meal program. The company framed each ride as an opportunity for patrons to contribute indirectly to those in need.
Cody Ruberto, Founder and CEO of Uride, connected the project to the core themes of the season.
“Thanksgiving is a time to reflect, give back and celebrate community,” said Ruberto in a news release.
“With the support of our riders, we were able to transform everyday rides into acts of kindness, helping families enjoy a memorable Thanksgiving.”
The company summarized the effort by saying, “Together we’re not just driving, we’re driving kindness forward.”
Driving kindness forward
In a blog entry, the company elaborated on its motivation, saying it believes every small act of kindness can create a big impact.
The campaign, it said, was intended to extend the warmth of the holiday.
“We were deeply touched by the stories shared by families who received meals and inspired by the compassion shown by our Uride riders,” the company said.
“Their generosity reminded us of what Thanksgiving truly represents hope, comfort, and connection.”
Thankful for community support
Uride officials expressed their appreciation to the customers and volunteers who participated.
“Together, we turned everyday rides into acts of kindness that made the holiday brighter for many,” the company said.
The company, which was founded in Thunder Bay, Ont., in 2018, now operates in 25 cities across Canada – including North Bay, Sault Ste. Marie, Sudbury and Timmins.
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