ONG Luz Ambar: Hashtaxi

May 31, 2018Filed under Media, PR and Public Interest, NGO

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.

Advertising Agency:Carne, Lima, Peru
Advertised brand:Luz Ambar
Chief Executive Officer:Maruchi Rodríguez-Mariategui
Chief Creative Officer:Jose Luis Rivera Y Pierola
Head Of Art:Piero Oliveri
Copywriter:Carlos Cardenas, Diego Lopez
Art Director:Carlos Cardenas
Executive Account:Yessica Ordoñez
Producer:Kathy Santillana, Daniel Salazar, Cocler Diaz
Production Company:Saturno
Director:Alvaro Luque
Sound Design:Sordo
Additional Credits:Diego Tizón, Carlos Urbano
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