Brief Description: 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 - 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; ---(TAGS)--- Full Title: Creating a brand to help prevent rapes; Number: 2008/46; Brand: Cabwise; Client: Transport for London; Product Category: Travel & Transport (Bus/tram/coach travel) ; Government Departments (Public service information campaigns); Agency: WCRS; MEC; Incentivated; Author: Giselle Okin, Victoria Sangster, Robert Thurner, Fergus Adam, Miranda Leedham, Stuart Bowden, Jason Cross, Priya Smart; Prize Winners: Bronze (Adworks ref: Advertising Works 17 Summary)