Cannes Lions

RAILWAY STATION SAFETY

LEO BURNETT INDIA, Mumbai / INDIAN RAILWAYS / 2007

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Overview

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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 kept 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. Even on seeing the body once, most people retraced their steps and chose to use the foot-over bridge. Those who were more stubbornly stuck to this habit found these dead bodies every second day at the same place. The over all result at these stations was very encouraging. Track crossing deaths reduced by 80 %. The Indian Railway Authority is planning to extend this activity to all the 58 stations in Mumbai.

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