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.
Digital advertisement created by Carne, Peru for Luz Ambar, within the category: Public Interest, NGO.
Founders: Jose Luis Rivera, Piérola
Chief Executive Officer: Maruchi Rodríguez-Mariategui
Head of Art: Piero Oliveri
Copywriter / Art Director: Carlos Cárdenas
Copywriter: Diego Lopez
Executive Account: Yessica Ordoñez
Producers: Kathy Santillana, Daniel Salazar
Production Company: Saturno
Director: Álvaro Luque
Producer: Cocler Diaz
Sound Design: Sordo
Additional Credits: Diego Tizón, Carlos Urbano