BBDO INDIA, Mumbai / AWAAZ FOUNDATION / 2018
Awaaz Foundation, an NGO, has been raising its voice against deafening decibels in India. With its tireless efforts, Awaaz has successfully pushed the Indian government to enact policies that fight back noise pollution.
To advance our fight, we knew we would have to solve for the main cause of this noise - persistent honking – biggest contributor to the significantly high decibels in the country’s noisiest city- Mumbai.
In Mumbai, driving and honking seemed two inseparable things, with a noise mapping exercise revealing as high as 18 million deafening honks an hour. According to Dr. John Panicker- coordinator of Indian Medical Association’s Safe Sound Initiative, “Excessive noise from sources such as car horns can cause acute health problems related to the heart and mind…”. A finding that pointed towards those in direct line of fire- autorickshaw drivers- who drive all day in a vehicle that is door and windowless.
Anti-Honking Rickshaw -is a rickshaw fully covered with defunct horns as a visual reminder of persistent honking that people had become deaf to. After its reveal at Gateway of India, it has silently and purposefully covered 5000kms and counting citywide to make people aware of their toxic honking habit.
To create the Anti-Honking Rickshaw, we fully covered an autorickshaw with defunct horns to make people see the noise they were responsible for.
The Anti-Honking Rickshaw was unfurled at the iconic Gateway of India which is also one of the busiest attractions in Mumbai by the Principal Secretary of Transport.
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