Raise Awarenes of Illegal Minicabs with a Selfie

M&C Saatchi London and Transport for London (TfL) are unveiling an integrated campaign using ‘selfies’ to encourage young women to be safe when travelling at night.

The Safer Travel at Night (STaN) Above the Line campaign, launching on 29 September, will run across print, mobile, outdoor, social and bar media. The creative shows a series of selfies in the form of a timeline – the first frames capture a group of girls enjoying their evening, while the haunting final images show the selfie taker subject to an attack.

The chilling campaign demonstrates the very real dangers of using illegal minicabs and its posters end with the strapline ‘Where will your night end?’

People using social media are being asked to take a selfie when they are home safe from a night out and upload it on Instagram, Facebook or Twitter with the hashtag #HomeSafeSelfie so that people know they are safe. A number of celebrities are already supporting the campaign, including Doctor Who actress Holly Earl.

Elspeth Lynn, executive creative director at M&C Saatchi London, says: “The #HomeSafeSelfie hashtag has the potential to launch a genuine movement in young Londoners’ behaviour, and beyond.”

The campaign aims to remind everyone that a minicab with a licence or sticker in the window (or a driver who has a badge) still needs to be booked in advance with a firm; you should never take a minicab offered by a bouncer or someone in a high visibility jacket with a clipboard outside a venue; a minicab driver that approaches you directly on the street is acting illegally; if you approach a minicab directly only the driver knows where you’re going, which isn’t safe.