This campaign uses social media to report unsafe taxis in Peru

'Hashtaxi' project by Luz Ambar turned licence plates into hashtags

Published On
May 30, 2018

Editor's Pick

A road safety campaign in Peru has been using social media to help taxi users know whether the vehicle they are about to get into is safe.

In Peru, 90% of taxis are informal and taxi drivers are widely reported for robbery, kidnapping or even rape, with over a thousand crimes recorded every year. Road safety organization Luz Ambar devised the "Hashtaxi" campaign, which encourages users to report on taxis using their licence plates as a hashtag on social media. Passengers can then check quickly, via the Hashtaxi website, whether or not their taxi has been reported safe before they choose to get in.

The initiative, by Lima-based Carne, kicked off in March promoted by a wider outdoor and PR campaign and led to over 10,000 reports in just a few weeks. It has even encouaged the creation of new legislation to change the regulation of taxis in Peru.

Credits

Date
May 30, 2018
Agency:
Carne-Lima
Brand:
Luz Ambar
Advertised Brand:
Luz Ambar
Founder:
Jose Luis Rivera y Pierola
Chief Executive Officer:
Maruchi Rodríguez-Mariategui
Head of Art:
Piero Oliveri
Copywriter:
Carlos Cárdenas
Copywriter:
Diego Lopez
Art Director:
Carlos Cárdenas
Executive Account:
Yessica Ordoñez
Producer:
Kathy Santillana
Producer:
Daniel Salazar
Production Company:
Saturno
Director:
Álvaro Luque
Producer:
Cocler Diaz
Sound Design:
Sordo Audio Studios
Additional Credits:
Carlos Urbano
Additional Credits:
Diego Tizón

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Project Type