CPR worked with the VTA and its members, including 13CABS and Silvertop, on a strategy to engage with the inquiry, the government, media and the public. The two-year campaign included research, economic modelling, the creation of a dedicated campaign website and videos, a direct mail campaign, industry meetings and print, radio and online advertising.
Using market research to ground the campaign, CPR and the VTA started to build the public’s understanding of the industry through nine short internet films telling the stories of ordinary cab drivers trying to make a living. The videos were launched on YouTube and gained media coverage in major print, radio and television outlets.
At the same time, CPR worked with the VTA on a long-term MP contact program to inform decision-makers on the reform required in the industry. This enabled the VTA’s messages to be raised within the government party room, by its own members. The Opposition was also engaged, leading to the release of an alternative policy position.
While the taxi industry opposed some inquiry recommendations, particularly on the release of new licenses, key aspects of reform were welcomed – including the first fare rise in five years.