Safer Travel at Night - ‘Know what you’re getting into': how advertising was the catalyst for a sharp reduction in rape and sexual assaults by illegal minicab touts

Harry Barlow, Anni Marjoram, Suzie Shaw and Emily James

This paper demonstrates how advertising truly served to change people’s lives for the better. But the people it helped don’t even know it, because it is a campaign for crime prevention.
Agency: TBWA\LondonAuthors: Harry Barlow, Anni Marjoram, Suzie Shaw and Emily James

Safer Travel at Night

'Know what you're getting into'

How advertising was the catalyst for a sharp reduction in rape and sexual assaults by illegal minicab touts

INTRODUCTION

Advertising is often accused of being a shallow industry. Here is an example of creative thinking in advertising that has had truly life-changing results. The people it has helped don't even know it, because this campaign was about changing the course of events to stop a crime from taking place.

To be effective in this case we needed...

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