Taxi Media Secures Domestic Violence Campaign
Taxi Media has been appointed by the Government to launch a new campaign to combat domestic violence.
The year-long campaign, which is the first of its kind, includes advertising on 325 cabs and seat-backs as well as on taxi receipts. As part of the initiative cab drivers will also be issued with check-lists containing useful information on domestic violence and special cards with helpline numbers.
This is not the first time the unique position of London taxi drivers has been harnessed for ad campaigns. Taxi drivers promoting holiday packages for London Taxi Promotions actually visited the locations they advertised, enabling them to give personal recommendations to customers about places to visit and hotels to stay in (see Taxi Advertising Goes Interactive).
As part of this more serious campaign, entitled Domestic Violence-Together We Can Put An End To It, cab drivers will receive a special training designed to raise their awareness of what is clearly a delicate issue. If the initiative is successful it will be extended to black cabs around the country.
Commenting on the campaign, Barbara Roche, minister for social exclusion and equality, said: “By the nature of their job, cab drivers may encounter women at risk. We’re not asking them to become councillors, but by using special taxi receipts or by driving them to the nearest hospital or police station, they could be helping someone into a safer future.”
Ken Livingstone, Major of London, added: “London’s black cabs are a highly visible part of the capital’s transport network used by millions of people every year. This puts them in an ideal position to be a source of vital information to women who may be at risk.”
According to Government research, one in four people in London use a taxi at least once a month and there are almost two million taxi trips a week. It is estimated the campaign will reach around 26,000 cab drivers.
Nicola Harwin, director of Women’s Aid, commented: “Women’s Aid welcomes this move to raise the public’s awareness of domestic violence, With one in four women experiencing domestic violence at some stage in their lives we know that there is a huge demand for information and support services.”
Taxi Media: 020 7091 1900 www.taxi-media.co.uk
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