Uber is teaming up with Russia’s Interior Ministry to help find missing children. As part of the campaign, the portraits of missing children will be painted on the sides of some of the cars in Uber’s Moscow fleet. The campaign launched on Monday, April 18.
Uber encourages Muscovites to photograph its cars that bear the images of missing children. “Photograph them and share the pictures with friends,” the taxi service asks.
According to Uber, roughly 50,000 children disappear in Russia every year.
“A large percentage of missing children are found precisely because information [about their disappearance] is disseminated rapidly in the first few hours after they go missing. Using Uber’s platform […], together we’re able to increase the speed with which information about missing persons spreads,” the company believes.
The US startup, which arrived in Russia in 2013, is planning to cover 10 cities across the country by the end this year.
Last month Uber agreed to limit its service in Moscow to drivers with a transportation license. But the city’s taxi drivers accuse the company of driving down prices and monopolizing the market.
