Cannes Lions

OLD FOR OLD

DENTSU CREATIVE IMPACT PVT. LTD. (DENTSU AEGIS NETWORK), Gurgaon / CP PLUS / 2016

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Case Film

Overview

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Overview

Description

With the ‘Old for Old’ initiative, these non-working cameras were installed in areas where there were a large number of elderlies. They acted as a shield against the perpetrators of the society.

Execution

In a span of 7 days, we installed around 289 non-working cameras in areas/colonies that had the maximum number of elderly population in New Delhi, the capital of India.

Mostly, they were installed in secluded areas where perpetrators of the society could harm them in one way or the other.

Outcome

With the installation of 289 non-working cameras, 6 colonies were secured. Around 4,200 senior citizens were at ease and could roam around freely in public areas.

1,300 apartments and 13 independent homes were covered. A remarkable change in behaviour of the perpetrators was also witnessed as they were now vary of the cameras installed in public areas. Surprisingly, there was an increase the sale of CCTV cameras as well.

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