Uber is launching a new campaign to bust some myths about the brand and showcase its positive impact in Toronto.

The campaign, “Mythbusting in the City of Toronto,” includes social media, print, and TV spots, as well as DOOH advertising in Bike Share stations. The ads feature information about Uber, such as its efforts to fight climate change, as well as data on how much money Uber drivers actually make, how many are on the streets at any given time, and the number of people who use the app. Touché! handled media buying and Uber’s in-house team managed the creative.

“We’re becoming a zero-emission mobility platform, advocating for positive change for drivers, and working with UFCW Canada, the country’s largest private-sector union. Some of these efforts have gone unnoticed, which can fuel misunderstandings around Uber’s mission and impact,”  Uber Canada spokesperson Keerthana Rang tells MiC. “We saw this in the fall when Mayor Chow introduced an arbitrary rideshare cap.”

Last December, Toronto council reversed a decision made in October that capped the number of ridesharing licenses to 52,000. This after Uber filed a legal petition, claiming that the move was illegal and would damage its business. The measure, which aims to reduce pollution and congestion in the city, will be debated again in March by the city council.

In the second quarter of last year, Uber surpassed 137 million monthly active users in ridesharing and meal delivery. In June, the company expanded its Uber Carshare service to North America, starting with tests in Toronto in the summer.