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