The Mayor of London, Transport for London and the Metropolitan Police have worked with mobile marketing agency Incentivated to provide the world’s first text messaging service, which uses location-based mobile phone technology to promote safer travel in London.Targeting mainly women, the campaign, which highlights the increased risk of sexual assault by drivers of illegal minicabs, enables Londoners to receive local licensed minicab firms by texting HOME to 60835.The service has been promoted extensively using TV, press, cinema, outdoor, radio and targeted promotional activity in pubs, bars and clubs. There is a dedicated website and a downloadable mobile screensaver.