Independent Events and Road Respect offer free lifts To Toon
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Road Respect, a road safety campaign in the North East, have rolled out free taxi rides to spread the importance of leaving the car over Christmas in the North East.
The #CannyTaxi was developed as part of the #BeHomeForChristmas campaign and the Road Respect branded black cab was out in Newcastle City Centre offering free rides “oot” or “hyem” to the public. Once inside the taxi, passengers were greeted by a Road Respect brand ambassador who was there to ask passengers road safety questions and help them get in to the Christmas spirit with some festive classics on the radio.
At the end of the ride the brand ambassador gave the passengers a Road Respect Christmas present and let them know that their taxi ride would be free of charge, paid for by Road Respect as a way of thanking them for leaving the car at home when they go out drinking. The journeys were captured by GoPro cameras and content sent out via social media on the night, with a campaign video also being created using the footage captured by the GoPros.
Danae Abadom, joint company director at Independent Events, said of the activation: “The importance of staying safe on the roads is paramount, especially at Christmas where more people are likely to drink and drive. We decided to encourage people to stay safe on the roads at Christmas and reward them with a free taxi home, with our brand ambassadors asking questions about alcohol and singing festive favourites, capturing all footage on GoPro cameras to push out online.”
The activation was part of the #BeHomeForChristmas campaign which includes six regional activation events, online campaign videos including breathalyzing members of the public who think they might not be over the limit, a 12 fails of Christmas video featuring driving errors and challenging people online to spot driver’s mistakes, and a YouTube Christmas video by YouTube personality JaackMaate.
