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KAFA's Driving Change Campaign Makes for an Uncomfortable Taxi Ride

By: Laura McQuarrie - Published: • References: kafa.org.lb & creativeguerrillamarketing
The 'Driving Change' campaign takes the form of a social experiment where women got into a taxi in Lebanon and were taken on an unusual ride. The taxi drivers were also female, with a male dispatcher providing directions on how to get to the passenger's desired destination. Everything operates as normal for a short while, but thing soon take a turn for the worse as the dispatcher becomes abusive and begins raising his voice, cursing and name-calling the female driver.

The uncomfortable ride continues, with the women feeling helpless even though though many of them speak up in the female driver's defense. At the end of the ride, the passengers receive a text message from KAFA—a Lebanese organization devoted to the protection of women and children—reminds them to reach out the next time they see or hear abuse. Stats for Anti-Abuse Taxi Rides Trending: This Quarter & Buzzing
Traction: 427 clicks in 17 w
Interest: > 3 minutes
Concept: "driving Change"
Related: 66 examples / 51 photos
Segment: Females, 18-55
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