Media: Web Film
Category: Public interest
Client: Luz Ambar
Advertised brand: ONG Luz Ambar
Founder: Jose Luis Rivera y Piérola
Agency: CARNE Lima
Production: Saturno
Country: Peru
Director: Álvaro Luque
Copywriter: Diego Lopez
Producer: Kathy Santillana
Producer: Daniel Salazar
Producer: Cocler Diaz
Chief Executive Officer: Maruchi Rodríguez-Mariategui
Founder: Jose Luis Rivera y Piérola
Head of Art: Piero Oliveri
Art Director: Carlos Cárdenas
Copywriter: Carlos Cárdenas, Diego Lopez
Executive Account: Yessica Ordoñez
Sound Design: Sordo
Additional credits: Diego Tizón, Carlos Urbano
Published: March 2018
Synopsis:
In Peru, 90% of taxis are informal. In fact, thousands of taxi drivers reported for robbery, kidnapping or even rape continue to work all over the country, hidden behind more than 2.6 million cars.
How to identify them? With something that is unique to each car: its license plates.
Luz Ambar, a road safety organization, turned taxi’s plates into hashtags that gather reports from passengers. Now anybody can access this data from any mobile device before taking a taxi.
The action was supported by a media and PR campaign and has become a new way to prevent crimes in Peru.