Didi Taxi, China's popular cab-hailing app similar to U.S. taxi service Uber, the China Women's Development Foundation (CWDF) and over 100 enterprises jointly launched a campaign titled "Pink Love Action" at a ceremony in Beijing on October 22, 2014.

The campaign aimed to assist domestic women in taking safe taxis and raise public awareness of safe travel.

At the launch ceremony, the CWDF and Didi Taxi announced that the Pink Love Fund would be established by both parties to assist women in travelling. Didi Taxi was expected to contribute one million yuan (U.S.$ 163,400), while companies like Tencent, Lenovo and New Oriental also made contributions to the fund.

The Pink Love Fund will be operated by the CWDF and mainly invest in public affairs related to women's travel issues. It plans to raise money through the Internet in future.

“More than 60 percent of our clients, who have asked for assistance in travelling, are women. Meanwhile, women have accounted for over 80 percent of our customers having difficulties and problems while travelling. All these statistics have shown the importance and urgency of both the campaign and fund,” said Cheng Wei, the company's CEO, at the ceremony.

Chief Operating Officer of Didi Taxi Liu Qing told reporters that it would take full advantage of its network and maintain close cooperation with other companies to provide better services to women, with support from drivers and netizens who use the Didi Taxi network.

As a main element of Pink Love Action, users of the Didi taxi network can receive a bonus when they use WeChat, the Chinese equivalent of Twitter in the U.S., to pay for fares.

Vice-President of the CWDF Zhen Yan, who is also deputy director of the Subcommittee of Social and Legal Affairs under the Chinese People's Political Consultative Conference (CPPCC), said that the newly launched campaign and fund would help women enjoy safer and more comfortable travel in the future, and hoped that more charity-minded organizations would join hands with the CWDF to contribute to the cause.

Similar to San Francisco-headquartered taxi service Uber, Didi Taxi was started in June 2012. So far, it has more than 100 million registered users and over one million registered drivers, with more than 5.2 million transactions a day. Didi's service covers more than 300 cities in China.

Those in attendance at the launch ceremony included Vice-President and Secretary-General of the CWDF Qin Guoying, Founder and President of New Oriental Education & Technology Group Yu Minhong, and representatives of other domestic enterprises.