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Tfl to launch #homesafeselfie campaign to raise awareness of the dangers of using unbooked minicabs

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By Natalie Mortimer, N/A

September 25, 2014 | 3 min read

Transport for London (TfL) is set to launch a campaign using selfies to raise awareness of the dangers of using unbooked minicabs, specifically aimed at young women.

Tfl's new #gethomesafe campaign highlights the dangers of using illegal cabs

The Safer Travel at Night above-the-line campaign, which launches on 29 September, will run across print, mobile, outdoor, social and bar media.

The creative shows a series of selfies in the form of a timeline, with the first frames capturing a group of girls enjoying their evening.

The final images show the selfie taker subject to an attack to demonstrate the dangers of using illegal minicabs. The posters end with the strapline ‘Where will your night end?’

Meanwhile, the social media campaign will encourage people to pledge to take a selfie when they are home safe and upload it on Instagram, Facebook or Twitter with the hashtag #HomeSafeSelfie.

A number of celebrities are already supporting the Safer Travel at Night and #HomeSafeSelfie campaign including London singer-songwriter, Little Nikki, and Cuckoo and Doctor Who actress, Holly Earl who have already posted a #HomeSafeSelfie to their Twitter and Instagram followers.

TfL’s Safer Travel at Night initiative is a partnership between the Mayor, TfL, Metropolitan Police Service, the City of London Police and the British Transport Police, set up to improve the safety of travelling at night through industry regulation and licensing, enforcement and education.

Miranda Leedham, head of marketing operations at TfL said: “Through this #HomeSafeSelfie social media campaign and print and online advertising we wanted to communicate with all young people travelling at night the dangers of using illegal minicabs in a medium they are most familiar with.

“We know it’s difficult to tell the difference between illegal and legal minicabs, so by highlighting the potential dangers via the relevance of the ‘Selfie’ phenomenon, this is a campaign people can be creative and interact with – at the same time as travelling home safely.”

The campaign was created by M&C Saatchi.

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