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TBWA\LONDON highlights danger of using illegal minicabs in latest ‘Know what you’re getting into’ Campaign

08\11\2005

TBWA\LONDON has created a campaign for Transport for London and the Greater London Authority to dissuade people from using illegal minicabs in London, which in the first two years of the campaign reduced the number of sexual assaults carried out by their drivers by a third. Aimed at women aged 16-30, the print and radio campaign for Safer Travel at Night continues this year in London on 10th November, in the run up to Christmas, and carries on until March 2006.

The hard-hitting campaign aims to illustrate that the true cost of an illegal minicab is more than most women would ever want to consider. In a bid to tackle the common excuses women make when they risk using an illegal minicab — ‘it’s late and I just want to get home’, ‘it’s never happened before’, ‘the driver looks trustworthy’, ‘a black cab is too expensive’ — the ad advises, “Know what you’re getting into”.

The print ad shows the silhouette of a woman and poses the line “If you want to know the true cost of an illegal minicab, ask a rape victim”.

In one of the two radio executions, we hear men leering at a woman and asking her to get into their car. A voiceover states “You’d never get into a car with a stranger.” We then hear a man calling out “minicab” and our voiceover asks “Or would you?”. In the second, we hear a woman asking an illegal minicab driver how much is it to Balham. Our voiceover states “If you want to know the true cost of an illegal minicab, ask a rape victim”.

The campaign will continue to feature the film created last year, which will air in London cinemas. This warns women that “if you let a friend take an illegal minicab, you could be helping a rapist”.

In the first year that the Safer Travel at Night campaign was initiated, assaults fell by a third and the campaign was awarded two IPA Effectiveness Awards in 2004.

Tony McTear of TBWA\LONDON said, “”This is a serious social issue that needs a hard-hitting message such as this to hammer home the danger of taking illegal minicabs in London”.

The campaign was created by Michael Burke and Steve Williams with media planning and buying through MediaEdge CIA.

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For further information on TBWA\LONDON please contact: Avril Canavan, avril.canavan@tbwa-london.com 020 7573 7113 / 07946416607

Author:

Avril Canavan

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tfl

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