Cabwise - Transport for London: Creating a brand to help prevent rapes

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