Creating a brand to help prevent rapes (2008)
Campaign: Creating a brand to help prevent rapes
Brand: Cabwise
Client: Transport for London
Agencies: WCRS, Mediaedge:cia, Incentivated
Authors: Giselle Okin, WCRS
Victoria Sangster, Mediaedge:cia
Robert Thurner, Incentivated
Fergus Adam, WCRS
The Cabwise brand was able to emotionally dissuade young women from getting illegal minicabs late at night and rationally provide them with the means of getting a legal alternative. It enabled women to receive practical information on how to use the text service which was useful, memorable and easy to decode. All of this was achieved on a media budget of only £671,000. As a result, the number of sexual assaults and rapes committed by illegal minicab drivers dropped by over a third during September – December 2006. By doing this the entire £1.2 million marketing spend was more than covered by savings in police and court costs, and for every £1 spent, an estimated £1.13 was saved.
Judge's Comments:
The judges were impressed with the clever use of media in this campaign and how it reached its intended audience and achieved results on a small budget.
Roisin Donnelly, Corporate Marketing Director, Procter & Gamble