Without communications that ensured everyone knew what to do, predictions of chaos and confusion would have come true, and the 30% decrease in congestion never materialised. While high awareness was important, the campaigns critical contribution was to stimulate timely action by those affected - including over 500,000 pre-registrations for payment, discounts and exemptions, and pioneering use of texting for payment.
Problema
In the year to October 2002, there were over 200 rapes and sexual assaults on women by illegal minicab touts.
Risultato
The Know what youre getting into? campaign helped change womens attitudes and more importantly behaviour in late night situations. It was the catalyst within the broader Safer Travel at Night initiative, preventing up to 85 minicab related rapes and sexual assaults. The true impact of this is unquantifiable. However the financial saving to public services alone exceeded £11million.