Uber’s JUMP bikes, which have been redecorated with LGBT+ themed flags for Pride (Courtesy of Uber)
Uber has redecorated 108 of its JUMP bikes in London with a variety of LGBT+ flags as part of a new campaign to celebrate Pride.
JUMP bicycles is Uber’s new electric bike scheme in London. In total, they have wrapped a third of their bikes in LGBT+ flags.
The bikes feature 12 different flags, including the gay, lesbian, bisexual, agender, asexual, black pride, genderfluid, genderqueer, intersex, non-binary, pansexual, poly-sexual and trans flags.
In addition to this, each bike will also feature a hang tag that tells the stories of LGBT+ Uber employees, riders and drivers who use the app.
The JUMP bike campaign involves ‘more than just the rainbow’
LGBT+ JUMP bike users may be excited to learn that the new wrappings on the bikes will last 8-12 months.
Omar Gurnah, head of marketing at Uber, said: “Pride celebrations have been a part of Uber’s identity since the beginning but this year it’s more than just the Rainbow. We’ve brought together stories from both employees and the many people who use the app to give visibility to 15 sexual orientations and identities in the LGBTQIA+ community, celebrating everyone, and every colour.”
Pride celebrations have been a part of Uber’s identity since the beginning but this year it’s more than just the Rainbow.
The bikes have been launched just in time for Pride in London, which takes place this Saturday (July 6), with LGBT+ icon Billy Porter set to headline.
Pride in London attracts a huge number of people each year
Pride in London is one of the biggest events in the calendar for the UK’s LGBT+ community. Last year, more than a million people attended.
It was announced late last year that there will be “enhanced” security at Pride in London 2019 after a group of anti-trans activists hijacked last year’s parade.
Various other brands and corporations have launched Pride-themed campaigns this year, with some campaigns proving more popular than others.
However, Mark’s and Spencer came under fire from LGBT+ people earlier this year when it launched an “LGBT Sandwich,” with the letters standing for lettuce, guacamole, bacon and tomato. Similarly, Listerine’s Pride-themed mouthwash did little to appease LGBT+ consumers.