According to a United Nations study, a staggering 63% of individuals do not feel safe walking alone in their area in the dark, says inDrive.
For this reason, and 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 maximise brightness, prioritising safety over advertising.
Since Thursday, 13 April inDrive has flooded 28 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 says that it has also customised and installed light boxes utilising special LED tubes that emit 50% more light than conventional billboards in areas that require additional lighting and have no existing billboards.
The brand adds that 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.
Conceptualised and executed by Havas Middle East with billboard production by The Film House, the campaign aims to further reinforce inDrive's mission to contribute positively to the city's environment, ensuring that more individuals feel safe inside and outside their homes — particularly during late Ramadan nights.
"'Light The Night' aims to make the streets of Cairo more welcoming and reassuring. Our minimal design ensures the billboards illuminate the darkest streets, turning what once was visual noise into a source of comfort for the residents," concludes inDrive.
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