Creativity

Taxi GPS Gets Disturbingly Abusive to Highlight Domestic Violence

Campaign Targeted Passengers of Women-Only Cab Service

Published on May 20, 2014

Editor's Pick

KAFA (a Lebanese non-profit, non-political, non-confessional civil society organisation) used a taxi service to highlight domestic abuse in the country and encourage women to speak up when they witness suffering. According to agency OgilvyOne Dubai, a large number of women in Lebanon are affected every year by domestic abuse. Yet discussing or reporting abuse is generally still taboo. The campaign linked with women-only taxi service Banet Taxi. When women got into the taxi, the (male) voice of the GPS started to direct the female driver. However, as she drove, it steadily got more and more abusive, until it was swearing and cursing at her and sounding potentially violent -- at which point the passengers were sent a text revealing the campaign. The passengers' horrified reactions were filmed and turned into this video designed to raise awareness of KAFA's hotline for reporting abuse. Viewers were encouraged to pledge their support by using #iwillspeakup on Twitter, Facebook and Instagram.

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About

Credits

Date
May 20, 2014
Agency:
OgilvyOne - Dubai
Client:
KAFA Lebanon

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