IPA Effectiveness Awards 2008: Bronze Award - Cabwise

SUMMARY

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.

JUDGE'S COMMENT

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

CABWISE

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.