Scare campaign for cab company dropped after 3000 complaints

A controversial campaign for Victorian taxi booking service 13 CABS has been axed after a number of complaints to the Advertising Standards Bureau.  An online petition protesting against the ads gained over 3000 signatories over the weekend.

Taxi campaign banned

The campaign was intended to warn against Victoria’s proposed increased number of hire cars available to passengers, by claiming that women were at risk of sexual assault and rape if they didn’t use a service such as 13CABS’ own. The ads featured graphic imagery and is similar to a campaign by the same name running in London where a number of women have been sexually assaulted after taking unmarked and illegal cabs.

Jane Quinlan, who began the campaign on said in her petition: ” I am troubled by their obvious exploitation of the genuine concern for women’s safety.”

The taxi company’s Facebook page has been swamped with complaints from angry customers.

Taxi company complaints Facebook

The “Cabwise” campaign by M&C Saatchi, London:

The London Cabwise campaign

The London Cabwise campaign


Get the latest media and marketing industry news (and views) direct to your inbox.

Sign up to the free Mumbrella newsletter now.



Sign up to our free daily update to get the latest in media and marketing.