Hard-hitting campaign highlights safety awareness for women
Issue 06 - Winter 2005
The fight goes on in raising awareness over the danger of using illegal minicabs as the evenings get darker.
The Mayor of London has launched a hardhitting advertising campaign that warns women of the dangers of using illegal minicabs.
Posters and radio adverts will use the shock factor to remind people that 10 women a month are still sexually attacked and raped by illegal minicab drivers in London alone.
The campaign packs a punch with the advert reading: To find out what an illegal minicab could cost you, ask a rape victim.
The campaign also highlights the safer travel text service - by texting the word HOME to 60835, people can receive the phone numbers for one black cab number and two local licensed minicab firms direct to their mobile phones.
With the party season upon us, the campaign will feature across the transport network. It will concentrate on pubs, clubs and other leisure locations. The radio adverts will run on Heart, Kiss, Virgin and Choice FM until January.
Mayor of London Ken Livingstone said: "As the nights get darker earlier and the weather turns wintry, people may be tempted to use illegal minicabs to get home, but they are not safe. There are now more safer travel alternatives than ever before, including night buses and a text service which sends licensed minicab and black cab numbers direct to your mobile phone."
Harriet Scott, of radio station Heart 106.2, said: "Using an illegal minicab may seem like an easy option, but it is not worth the risk. Always plan your journey home before you go out. Prebook a taxi or licensed minicab, or take the night bus."
On a positive note, the response to past campaigns has been successful and young women are taking more care when travelling home. Even with a decrease in the number of attacks, 10 a week is 10 too many and Ed Thompson, Taxi and Private Hire Director for Transport for London, champions the campaign partnerships.
He said: "Working in partnership with the Mayor's office and the Metropolitan Police Service is clearly making a difference, but we are not complacent.
"The message is simple: know what you're getting into. Use legitimate services - taxis, licensed minicab operators, and night buses - don't put yourself at risk."
This campaign forms part of the Know What You Are Getting Into initiative which was launched in October 2002.
Since then the number of sexual attacks and rapes on women in illegal minicabs has fallen from 18 to 10 a month.
And then you wonder why the Police are Pro-Active
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