Lyft was looking to debut Round Up & Donate, an in-app feature that allows passengers to round up ride fares and donate the difference to a non-profit organization of their choice. The advertisement needed to strike the balance of being on-brand, fun, and memorable, while still staying informative. RU&D was introduced to the world via full-page, copy-heavy advertisement in the March 26, 2017 Sunday issue of The New York Times

In 2017 alone, riders donated $3.7 million through Round Up & Donate to a number of charities, including the American Civil Liberties Union, Girls Who Code, Human Rights Campaign, the USO, World Wildlife Fund, and more.