Three Mobile and the Samaritans find a partner in Taxis!
New research sponsored by Three Mobile found that almost two-thirds of football fans struggle with their own mental health. Interestingly, almost half admitted turning to an unlikely source of support – taxi drivers. So, where else could be better to kickstart a conversation around mental health than in the back of a black cab? This was exactly the thought process behind Ubiquitous’ recent collaboration with Three Mobile for their campaign #TalkMoreThanFootball with mental health support charity The Samaritans and Chelsea FC.
Behind the scenes footage filmed in the back of a black cab!
The who, what, where, when, and why
Three enlisted the help of former England striker turned media personality Peter Crouch, along with mental health charity The Samaritans and Chelsea FC, to encourage football fans to talk to one another using the humble black cab.
To assist this effort, 8 branded electric supersides were used to shoot video content with members of Chelsea FC at their training ground in Cobham, transport football pundits and media personalities from TalkSPORT, and finally, offer free rides to passengers on match day. This last requirement is particularly interesting because of the extensive Samaritans training that our PR drivers had to complete to provide counselling services to passengers. To qualify for this job, drivers had to even submit a casting video to highlight their suitability to the task at hand!
The work didn’t stop there though. Taxis were used to film content for TalkSPORT, where presenters Jim White, Jason Cundy, and Jamie O’Hara were taken on a tour of London in a black cab. The destinations on the route were picked by sentimental meaning for the three presenters, offering an opportunity to open up and share their feelings.
In between this publicity activity, taxis were also used to film content with members of Chelsea FC at their Cobham training ground.
Finally, free rides were offered to passengers travelling from West Brompton Tube station to Stamford Bridge ahead of Tottenham Hotspur and Chelsea’s fixture in London on the 3rd of April. The ride was free on one condition: passengers had to be willing to talk about their mental health with the driver or use the journey to check in with their fellow passengers.
Why did Taxis work?
Taxis have a knack for pulling off the unexpected. How many other advertising formats can promote a charity initiative while offering a safe space for passengers to open up? And of course, don’t forget the fact that the taxis themselves dropped off and picked up talent like Peter Crouch and the TalkSPORT presenters. Oh, and did we forget to mention the video content they helped film too?
There’s always plenty to mention when taxis are involved in a campaign. In terms of results, it’s worth mentioning the recall and action that taxis prompt in audiences. The reach and frequency of taxis (thanks to their frequent trips through major centres like London) builds meaningful engagement with audiences. For this initiative, prompting action does more than just repost a photo – it helps kickstart a conversation that could save a life. And that, more than anything, proves why taxis played such an integral role in bringing this campaign to life.
Thanks again must go to the hardworking teams from The Samaritans, Chelsea FC, and Three Mobile, for their assistance and faith in this campaign. However, above all, many thanks must be given to the black cab drivers who threw themselves into The Samaritans training and gave this campaign their very best. It’s thanks to their hard work and dedication that we can say this campaign was a success.