The “Kindness Taxi” campaign began on the 25th of July and will run through the 30th of September at the square around the East Daegu station for the “2011 Daegu IAAF World Athletic Championships.” This campaign has been initiated to strengthen the kindness and service sense of taxi drivers in Daegu. The campaign also aims to eradicate illegal businesses like touting and pushing in. It will be conducted through site guidance and promotions twice a day. This campaign has great significance in that public officials who belong to the Transportation Bureau, the taxi association, employees of taxi companies, and the association of best drivers will all participate voluntarily. They have been handing out leaflets with written action guides dealing with polite greetings for customers, keeping cars clean, safe driving, and not refusing short distance fares. They have also placed stickers on 1,000 taxis that are participating in this program. We need to pay attention to efforts to increase politeness in order to present a good image to visitors.