Transport for London - Safer travel at night

This campaign for Transport for London (2004) aimed to deter young women from using illegal minicabs late at night and risking sexual assault.
Agency: TBWA\LondonAuthor: Emily James

Transport for London – Safer travel at night

Emily James

An estimated one third of all stranger rapes in London in 2002 started with the victim willingly climbing into the back of her attacker's car after a night out. All the driver needed to say to lure his victim was a single word – “Minicab?”


October 2002 saw the launch of a through-the-line campaign to promote safer travel at night among young women in London. The campaign objective was to stop women from taking illegal minicabs...

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