Bogotá has some of the worst traffic in the world, with 8 million people and only 132 public ambulances available. Traffic moves at an average pace of 17 km per hour, generally ambulances struggle to reach the 600 accidents happening daily all over the city. On the other hand, taxi services had been downgraded due to isolated cases of crime and poor service. The campaign was intended to create a holistic experience that helps improve taxi driver´s image and allows them to become positive protagonists all over the city, even by saving lives. We used the “Easy taxi” app´s information, heat maps were generated with documented accidents occurring all around the city at a certain point time, to be later compared with the geolocation distribution of our taxi fleet. We used the Red Cross know-how and enlisted drivers with “EasyTaxi” to participate in virtual and face-to-face lessons. As our first group of graduates finished their courses, we designed a campaign in social media that told the stories of our new heroes. We eventually extended the invitation for more taxi drivers to apply and get their certifications. The program aired on YouTube, Facebook and twitter. Initially 300 taxi drivers were trained, impacting over 2 million citizens. We amplified a usefulness App initially designed to provide a transport service, into a lifesaving tool that would unify taxi drivers and their passengers in a different way.

Red Colombian Cross/ Easytaxi - Easyassistance

CREDITS

Gold partners