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
IN A NUTSHELL
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.