DiDi Hitch is the leading C2C ride-sharing platform in China and was encountering many conflicts between car owners and passengers. To build a harmonious environment and promote good manners, a long-term educational campaign was launched: “Sharing makes the journey more meaningful.” Three cartoon characters with unique personalities convey messages about sharing and helping. The characters were inspired by three real prototypes for which dramatic narratives were created. Following the campaign's roll out on the DiDi Hitch website, in ads and educational animations, a survey showed that users’ awareness about sharing and helping had increased twofold.