Transport for London asked us to look afresh at their communications strategy to prevent young women taking illegal minicabs.

It is generally assumed that tiredness, an instinctive desire to get home and alcohol impaired judgment are a set of almost insurmountable influences behind the decision to get in an illegal cab.

Although important, we have identified that the influences are much more complex.

Young women know the dangers, but subtle and often subconscious symbols are at play which justify those dangers and give license to make the more convenient decision.

Whether it is the authority of the tout’s clipboard, the respectability of illegal cabs parked in 'rank' style, or the presence of police in the vicinity, the visual signage at point of decision all say 'it's ok to take an illegal cab'.

On the basis of this work, Transport for London's marketing team have taken the bold move to redeploy marketing resource from traditional media channels to the on-street experience.