Safer travel at night: Know what you're getting into - IPA Effectiveness Awards Case Study 2004

Brief Description: In the year to October 2002, there were over 200 rapes and sexual assaults on women by illegal minicab touts. The 'Know what you're getting into?' campaign helped change women's attitudes and more importantly behaviour in late night situations. It was the catalyst within the broader Safer Travel at Night initiative, preventing up to 85 minicab related rapes and sexual assaults. The true impact of this is unquantifiable. However the financial saving to public services alone exceeded £11million ;---(TAGS)--- Full Title: "Know what you're getting into" - how advertising was the catalyst for a sharp reduction in rape and sexual assaults by illegal minicab touts ; Number: 2004/17 ; Brand Name: Greater London Authority - Safer Travel at Night ; Client: Greater London Authority / The Mayor's Office ; IPA_ProductCoding: Government Departments (Public service information campaigns) ; Agency: TBWA\London ; Author: Emily James, Anni Morjoram, Suzie Shaw, Harry Barlow ;