Objective: Raise awareness about the risks of impaired driving in advance of 4/20 and encourage prospective and existing customers to ride with Lyft

Strategy: In partnership with the Seattle Department of Transportation, Lyft hosted the Baked x Munchies Challenge - a unique spin on the Food Network's hit show Chopped! - and brought together media, policy and industry influencers to lead the conversation on impaired driving and raise awareness about how to get around responsibly

Results:

• Increased year-over-year 4/20 rides and revenue

• Reiterated Lyft’s commitment to safety and community partnerships

• Drove strong media and social coverage

Photography by Sammy Spence