Transport for London 'safer travel at night' by TBWA\London

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TBWA\London has created a new campaign for Transport for London warning women of the risks of minicabs. The problem is that women will risk taking an illegal minicab when it's late and they just want to get home, making excuses that the driver looks trustworthy and that a black cab is too expensive. However, the true cost of an illegal minicab is more than most women would ever want to consider. The print ad shows the silhouette of a women and poses the line: "If you want to know the true cost of an illegal minicab, ask a rape victim". There are also radio ads using the same strapline.

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Released: 17 November 2005

Credits

Client
Transport for London and the Greater London Authority
Project
Safer Travel at Night
Client
Chris Townsend, director of group marketing at TfL and Harry Barlow, London Mayor's adviser
Copywriter
Michael Burke
Art director
Steve Williams
Agency producer
Sarah Philips
Art buyer
Lisa-Marie Dickinson
Agency planner
Emily James
Photographer
Steve Teague
Media planning and buying agency
Mediaedge:cia
Media planners
Anna Winsbrow and Christopher Dennis
Exposure
London bus and Tube and London radio stations

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