On Wednesday (18 March), George Osborne pledged an extra £100m worth of funding for driverless cars, which would see the UK become the leader in autonomous vehicle technology.
The ‘Face to Faceless’ campaign launched today (27 March) is designed to stand up for the role of the driver and remind the city that cabbies are part of its DNA. It also marks one month until the inaugural National Cabbie Day on 27 April.
Driver portraits have been projected onto key London landmarks frequently used to navigate the Capital by visitors. Each taxi driver has been captured in a photographic style designed to represent their knowledge and the stories they can tell about London, suggesting knowledge and experience is something that can’t be replaced by technology.
Hailo CMO, Gary Bramall, said: "People don’t want robots; they need to know that their driver will get them from A to B safely and securely. Nothing can replace the relationship a passenger builds with their driver and we need to stand up for drivers.
"Cabbies have been a part of this city for hundreds of years and the move towards driverless cars is killing not only an entire profession, but a huge part of Britain’s heritage. By heroing cab drivers and projecting their faces over iconic London landmarks, we hope passengers remember there’s more to a journey than just the vehicle."
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