A fleet of branded Uber vehicles will crisscross Gauteng this Women’s Month, turning First for Women’s promise of everyday safety into something women can see, recognise and trust – before they even open the car door.
This August, First for Women is putting its brand directly into motion. In partnership with Rohm Media, all women-driven Uber vehicles will feature First for Women branded screens throughout Women’s Month, turning everyday rides into a rolling symbol of the many things First for Women has stood for since 2005: women’s safety and women’s economic power.
The women behind the wheel of these Uber vehicles are themselves part of the story First for Women has always told – that women are competent, careful and deserve to be backed, not just protected. By branding the very vehicles that women drivers use to build their livelihoods, First for Women is putting its money behind women’s economic participation as visibly as it puts its name in lights.
Visibility as a safety tool, not just a marketing one
The branding isn’t just cosmetic but serves as a trust signal. Feedback from women Uber riders shows they feel safer getting into a clearly branded vehicle than an unmarked one. That single insight captures something First for Women has built its entire model around: that for women, safety isn’t only about what protects them when something goes wrong, it’s about the certainty they feel in the moment before anything does. A branded car in a driveway, a familiar logo through a windscreen — these small moments of recognition are what let a woman relax into a ride, say yes to the job interview across the city or send her daughter off with peace of mind.
The numbers behind Rohm Media’s network back this up. Over three years of operation, the network’s now 96-strong female driver fleet has recorded no reported smash-and-grab incidents, no reported hijackings and no reported taxi-violence incidents across its routes – including on stretches through zones classified as high risk. Every surveyed driver reported an increased sense of safety driving at night after joining the network. The fleet has grown to more than 350 active screens across Gauteng, with a waitlist of over 1,000 drivers wanting in – a demand-led expansion, not a recruitment push.
Three features do the quiet work behind those numbers: a roof-mounted, lit screen that turns each car into a visible light source after dark; an in-car WiFi hotspot that keeps drivers and passengers connected throughout a trip; and the simple accountability of driving a tracked, branded, commercially registered vehicle rather than an anonymous sedan. It’s the same logic behind this month’s campaign – recognisability, before anything goes wrong, is itself a form of protection.
That philosophy doesn’t stop at the car door. Every First for Women policy is built on the same idea: safety shouldn’t be occasional, it should be constant. That’s why 24/7 safety is engineered into every First for Women policy – from round-the-clock Emergency Medical and Roadside Assistance, to a dedicated Guardian Angel network that women can call on any time, day or night, to feel less alone when something goes wrong on the road. It is designed not just to pay out after an incident, but to be present before, during and after one – the same reassurance this Uber partnership is designed to put on the road this Women’s Month.
“This partnership is about more than branding a car — it’s about giving women a visible, everyday reminder that safety and opportunity can go hand in hand. When a woman can recognise a trusted vehicle before she even opens the door, that small moment of certainty is what allows her to say yes to opportunity, and keep showing up in the economy. That’s what this partnership with Uber and Rohm Media means to us,” says Jill Mulligan, Head of Marketing at First for Women Insurance.
Backing women who are building something of their own
This Women’s Month campaign also shines a light on an audience First for Women knows well: women entrepreneurs – including the women drivers who’ve built flexible, independent income behind the wheel. For women running their own operations, whether that’s a business behind a windscreen or a business behind a shopfront, the risks are real and the admin can be relentless. Rohm Media’s own driver network reflects that entrepreneurial reality: the company has paid out more than R1 million to driver partners in the past year alone.
That’s why 24/7 safety is built directly into every First for Women Business Insurance policy, just as it is for personal lines. Business owners get complete peace of mind on the move with Guardian Angel On Call features, including Trip Monitoring to ensure safe arrivals, Stand By Me support, lift services when needed, and comprehensive 24/7 Emergency Medical and Roadside Assistance – ensuring female entrepreneurs are protected at every turn of their journey.
“At Rohm Media, we believe out-of-home media should do more than just drive reach – it should drive real-world impact,” says Oliver Hinton, Co-Founder and CEO of Rohm Media. “Three years ago we were selling screen time. Nobody was talking to us about safety – the drivers raised it first. What they told us is that the light above the car changes how a dark off-ramp feels, and that being connected the whole trip changes what you’re willing to accept at 11pm. Ninety-six women drive on this network now. They didn’t join for the light. They stayed for it. By turning these vehicles into mobile symbols of safety and trust across Gauteng, we’re proud to help amplify First for Women’s message, supporting female drivers and riders alike through visible, purposeful innovation.”
Meet the women behind the wheel
Over the course of Women’s Month, First for Women will spotlight the women driving this campaign forward – literally. Here’s what some of them had to say about safety, independence, and getting behind the wheel of change:
- Langelihle Ncube: “I’ve been driving for Uber for almost 10 years now. It can be hard out there, so having these screens gives us a vital source of extra income. I’m grateful to First for Women because this support directly helps me boost my earnings.”
- Bekezela Ncube: “I love that driving allows me to work flexible hours, get to know the city inside out, and meet different people every day. With the screens on my vehicle, I feel so much safer – especially with the cameras monitoring everything.”
- Tshanda Ncube: “I’m so happy to be an Uber driver. The flexibility allows me to set my own hours, and the screens really help us feel safer on the roads. Kids especially love being picked up in a car with a screen! So many passengers actively prefer a female driver because they feel so much safer with us.”
- Sharon Molusi: “It’s a great job, and having the screen adds an extra layer of security that makes us feel far more comfortable as drivers.”
- Bongiwe Tshabalala: “Driving for Uber is an exciting hustle – you get to meet amazing people and explore parts of Johannesburg you never knew existed. But safety is key. Partnering with First for Women and having these screens makes us feel so much safer. People know the car is driven by a woman, tracked, and monitored. Opportunists won’t just take chances with us.”
- Londiwe Ndebele: “It’s a challenging job, but it gives me flexibility and independence. As a single parent, the extra income from the screen top helps me afford my son’s college tuition. I’m very proud to be part of this Women’s Month campaign.”
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