Cannes Lions

RAILWAY SAFETY CAMPAIGN

LEO BURNETT INDIA, Mumbai / INDIAN RAILWAYS / 2007

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Overview

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Credits

Overview

Execution

After careful research, the stations with the largest number of track crossing deaths were chosen. Actors were dressed up as dead bodies and lain on stretchers at the place that people were most likely to cross.

Outcome

This activity was conducted for a month at stations with the highest death tolls. The overall result at these stations was very encouraging. Track-crossing deaths were reduced by 80 %. The Indian Railway Authority is planning to extend this activity to all 58 stations in Mumbai.

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