IPA Effectiveness Awards 2008: Bronze Award - Cabwise


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 to 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.


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

Title: Creating a brand to help prevent rapes
Client: Transport for London
Entrants: WCRS, Mediaedge:cia, Incentivated
Authors: Giselle Okin, WCRS; Victoria Sangster, Mediaedge:cia; Robert
Thurner, Incentivated; Fergus Adam, WCRS
Contributing authors: Miranda Leedham, Transport for London; Stuart
Bowden, Mediaedge:cia; Jason Cross, Greater London Authority; Priya
Smart, Chemistry Group
Media used: TV, regional newspapers, out of home, internet, SMS, PR


Practical and informative communications reduced the number of sexual assaults and rapes committed by illegal minicab drivers by one-third and saved an estimated £1.13 for every £1 spent.

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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).