No Honking Drive
2017 Winner

No Honking Drive

Bennett Coleman & co. ltd

New Delhi, India

Category Print Advertising

Media associated with this campaign

Overview of this campaign

The objectives of the No Honking Driver were:

  • To engage with the readers and create awareness against the perils of excessive honking
  • To stop readers from unnecessary and excessive honking
  • To get authorities to take action against the ceaseless honking
  • To make our roads more peaceful

Results for this campaign

The campaign was a one week long initiative that gathered a great response from readers and authorities.  Over 40,000 users pledged to not honk by logging on to the campaign website. The campaign was run actively on digital media and humour was used as a tool to communicate the message. Readers and authorities appreciated the campaign online and offline. Traffic authorities in Delhi and Mumbai where the campaign was run actively on ground joined hands with the campaign.  Offenders were fined by the police and the number of challans went up during the course of the initiative, thus telling motorists to refrain from unnecessary honking. Posters were put up in Delhi in silent zones and major crossings by the Traffic Police declaring honking as a punishable offence. Union Ministers (Road and Transport – Mr. Nitin Gadkari; Environment – Mr. Anil Dave) supported the campaign by sending out statements on television.

The campaign witnessed very effective use of various media platforms including Print, TV, Radio, Website and Social Media. On-ground activities also saw participation of various segments including school kids who helped to get the message across to thousands of parents. A mass awareness and No- honking sticker-ing drive was implemented in Delhi and Mumbai for over 8000 auto drivers etc.

The Delhi traffic police is also considering making this a part of their program run in schools and with NCC to create more awareness.

Overall, the campaign brought about a positive change and showed a way to give back to our cities and bring about a positive change with every little contribution. 


Contact

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