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Taxi trade picks up major award for Stay Fare Mayor campaign

Future Taxis, the body which represents a number of key taxi groups, is delighted to announce that the group has won the 2016 Public Affairs Award for best Local Government Campaign for our Stay Fare Mayor campaign. This prestigious annual award recognises the best political campaigning and lobbying over the past year, with judges including former Downing Street spin doctors.

The award judges stated that our campaign had “maximised the strength and political weight of London black cabs” and included “an innovative use of viral video to engage consumers”.

The Stay Fare Mayor campaign, timed in the run up to the London Mayoral elections, sought to show that licenced cab drivers and their black cabs are best in class and to explain the sector’s commitment to modernising service as the trade moves towards introduction of a range extended electric vehicle next year.

 Importantly, Stay Fare Mayor marked the first time all the key players in the Taxi trade came together to campaign with one united voice. Campaign partners included the Unite Cab Section, LTDA, LCDC, RMT Taxi Branch and the taxi apps Gett and Hailo, and we were supported by the communications agency Teneo Blue Rubicon. As a result, the campaign created a united, positive and authentic voice for the trade that focused solely on presenting the benefits of the sector to London, its residents and its government. 

This campaign launched an action plan for the next Mayor of London alongside a video which was designed to show the benefits of the black cabs to consumers. The video used the iconic Amy Winehouse song “Back to Black” and used its own lyrics to tell the story.

This award is a recognition of the innovative tactics used (including alternative protests – like one-hour of free rides) but also the success of the campaign itself, which has seen the new London Mayor introduce an Action Plan for the Taxi and Private Hire Trade which implemented all of our top recommendations.

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