TfL and M&C Saatchi launched “The Safer Travel at Night” integrated campaign, a social initiative encourages party-goers to post a #HomeSafeSelfie to help raise awareness of the dangers of using un-booked minicabs. Transport of London (TfL) and M&C Saatchi are using selfies to encourage young women to be safe when travelling at night.
The Safer Travel at Night (STaN) ATL campaign was launched on September 29th and runs in print, mobile, outdoor, social and bar media. The creative shows a series of selfies in the form of a timeline – with the first frames capturing a group of girls enjoying their evening. The haunting final images show the selfie taker subject to an attack – demonstrating the very real dangers of using illegal minicabs. The posters end with the strapline ‘Where will your night end?” driving home the powerful message.
In social media, the campaign encourages people to pledge to never take an illegal minicab home and take a selfie when they are home safe and upload it on Instagram, Facebook or Twitter – launching the hashtag #HomeSafeSelfie. A number of celebrities are already supporting the Safer Travel at Night and #HomeSafeSelfie campaign including London singer-songwriter, Little Nikki, and Cuckoo and Doctor Who actress, Holly Earl who have already posted a #HomeSafeSelfie to their Twitter and Instagram followers.
TfL’s Safer Travel at Night (STaN) initiative is a partnership between the Mayor, Transport for London, Metropolitan Police Service, the City of London Police and the British Transport Police set up to improve the safety of travelling at night through industry regulation and licensing, enforcement and education. The 2014 Safer Travel at Night campaign aims to make people aware of the dangers of picking up unbooked minicabs off the street, such as robbery and sexual assault.
Working closely with our policing partners we are committed to tackling illegal touting throughout the year and particularly over the busy festive period. Through this #HomeSafeSelfie social media campaign and print and online advertising we wanted to communicate with all young people travelling at night the dangers of using illegal minicabs in a medium they are most familiar with. We know it’s difficult to tell the difference between illegal and legal minicabs, so by highlighting the potential dangers via the relevance of the ‘Selfie’ phenomenon, this is a campaign people can be creative and interact with – at the same time as travelling home safely
Head of Marketing Operations at Transport for London
The #HomeSafeSelfie hashtag has the potential to launch a genuine movement in young Londoner’s behaviour, and beyond
Executive Creative Director at M&C Saatchi Group
Client name: TfL represented by Miranda Leedham, Head of Marketing Operations
- Agency contact Michael Wilton – Senior Account Director
- Copywriter Elena George
- Art director Claire Blandy
- Planner/CSU Director Cressida O’Shea
- Designer Sam Burns
- Photographer Kristin Vicari
- Photographer’s agency Berstein & Andruilli
Media agency MEC
- Media planner Michaela Jegede
- Executive Creative Director Elspeth Lynn
- Producer Saritha Bowen