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.