Road Respect*, a road safety campaign in North East England run by the Northumbria Safer Roads Initiative (NSRI), is offering free taxi rides in a bid to encourage partygoers to leave their cars at home this Christmas.
The #CannyTaxi has been developed as part of the #BeHomeForChristmas campaign and the Road Respect branded black cab has been out in Newcastle City Centre offering free rides “oot” or “hyem”.
Once inside the #CannyTaxi, passengers are greeted by a Road Respect brand ambassador who asks a series of road safety questions before letting them know that their taxi ride will be free of charge, as a way of thanking them for leaving the car at home when they go out drinking.
The journeys are captured by GoPro cameras and content sent out via social media on the night, with the footage also used to create a campaign video.
The #BeHomeForChristmas campaign includes six regional events, online campaign videos including breathalyzing members of the public who think they might not be over the limit, a 12 fails of Christmas video featuring driving errors and challenging people online to spot driver’s mistakes, and a Christmas video by YouTube personality JaackMaate.
Established in 2006, NRSI says the Road Respect campaign has 48% recognition in Northumbria among over 16s, and half of drivers who have seen campaign say it has had a positive impact on their driving behaviour.
The NSRI consists of Gateshead Council, Newcastle Council, Northumberland Council, South Tyneside Council, North Tyneside Council, Sunderland Council, Northumbria Police, Newcastle University, Northumberland and Tyne and Wear Fire and Rescue Services, Her Majesty’s Court Service and the Highways Agency.