By Jalaja Ramanunni
People tend to avoid poorly lit streets and refrain from waiting for their ride in dark areas.
To promote safer streets, ride-hailing app inDrive and Havas Middle East decided to address this issue by creating a campaign ‘Light the Night’ initiative in Cairo. They used billboards to light up different spots in the Egyptian city, prioritising safety over advertising.
inDrive transformed billboards into light boxes by maximising its brightness with special LED tubes that emit 50 per cent more light than conventional billboards.
“A city is inDrive’s natural habitat. Being an important part of the urban environment is valuable for us. We are seeking to m
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