inDrive: Light The Night, 2

According to a recent UN study, a staggering 63% of individuals do not feel safe walking alone in their area in the dark. Further insights show that most people instinctively avoid unlit streets and prefer not to wait for their ride in such areas. Because it stands for safer streets, inDrive, the fastest growing international ride-hailing app in 2022, was determined to tackle this problem with its “Light The Night” initiative. In a city-wide takeover, the global mobility and urban services platform has illuminated the streets of Cairo by transforming billboards into light boxes that maximize brightness, prioritizing safety over advertising. Since April 13, inDrive has flooded 28 carefully selected locations around the city, including the darkest streets, with reassuring bright lights through billboards in a minimalistic design. The billboards feature a URL directing people to the "night light" locations, and a glow-in- the-dark map of the city as its base, ensuring the city's residents easily find these well-lit spots. inDrive also customized and installed light boxes utilizing special LED tubes that emit 50% more light than conventional billboards, in areas that require additional lighting and have no existing billboards. The project successfully transformed once-dark streets into warm, inviting spaces. Radio hosts praised inDrive's initiative, raising awareness and informing listeners of the locations of the "Light The Night" billboards. Conceptualized and executed by Havas Middle East, with billboard production by The Film House, the campaign further reinforces inDrive's mission to contribute positively to the city's environment, ensuring that more individuals feel safe both inside and outside their homes, particularly during late Ramadan nights.