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ADVERTISING CAMPAIGNS

TfL ‘Know what you're getting into’ advert

Agency: M&C Saatchi

Client: Transport for London

A new hard-hitting campaign warning Londoners about the dangers of using unbooked minicabs has being launched by the Mayor, Transport for London, the Metropolitan Police Service (MPS) and the City of London Police (CoLP).

Timed to coincide with the start of the Christmas party season it features a powerful TV and cinema advert to get across the message that getting into any minicab without booking is illegal, potentially dangerous and can pose the serious risk of sexual assault.

The campaign is part of the Mayor's Safer Travel at Night initiative. Since it was launched six years ago the number of women willing to take illegal cabs has dropped by almost 80 per cent, while the number of cab related sexual offences has almost halved. 

However a small but significant number of younger women continue to use illegal cabs despite the dangers they pose.

The Mayor of London, Boris Johnson, said, "London is one of the safest big cities in the world but it is hugely important that everyone takes this message on board - minicabs that haven't been booked are illegal and a threat to your personal safety.

"Don't take the risk and don't let your friends do it either. Save the Cabwise text number, 60835, in your phone and use it."

In addition to this year's hard-hitting TV and cinema advert, the Safer Travel at Night initiative over the Christmas period will be supported by an online and print advertising campaign warning women of the dangers of illegal cabs.

The ads will promote the Cabwise service - by texting 'CAB' to 60835 TfL will text back two minicab numbers and one taxi (black cab) number of cab firms in the area users  are in.

AJR
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