Azad Foundation: Making Delhi Safer

Azad Foundation, a social services organisation, launched an all-female cab service in New Delhi to make women feel safer when travelling around the city.

Situational analysis

Delhi is a hotbed of crime against women. An all-woman cab service a good beginning but real impact through mass absorption of women drivers in city public transport services remains a pipe dream.

Delhi is many things to its women.

Using this insight, we focused on AAP, the ruling party which was expected to make a come-back, and persuaded the transport minister to give a sensitive ear to the demands of women drivers.As Sakha drivers were ferrying prominent women customers, many of whom were in a unique position to amplify their message like women journalists, there was a lot of positive feedback on the initiative. A strategy was adopted to leverage this feedback which was integrated with the social media campaign to set up Sakha Cabs as a successful example that women can be meaningful taxi drivers.

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