| Story | 70% of noise pollution on Mumbai’s roads is due to excessive honking. After many attempts to curb it, Mumbai Police did what fines couldn’t – change behaviour with an unexpected dash of humour. They turned traffic signals into Punishing Signals. When honking crossed 85 dB, the countdown timer at a signal would reset. Making impatient motorists wait more. A film of this solution was cut and tweeted by Mumbai Police. It soon became the most Liked & Shared and the #1 Indian topic, all social media taken. A solution that created instant results as well as nationwide chatter (6.6 Bn Impressions). BRIEF: 70% of noise pollution on Mumbai’s roads happens due to indiscriminate honking. This has a disruptive influence on citizens’ physical and mental health. After many attempts to curb it, the Mumbai Police was looking for a solution that did what fines couldn’t – generate instant results and maximum awareness. SOLUTION: Don’t punish “super honkers” yourself. Mumbai Police had the traffic signals do it. If honking crossed 85 dB, the countdown at a signal reset. Making impatient motorists wait more. As they wait, interactive OOH pushes messages LIVE, highlighting their behaviour with a wink. So they honk less for a Green Signal. Instant results got, its “film” is tweeted by Mumbai Police for max awareness. |
