Cannes Lions

SAFETY AT RAILWAY STATIONS

LEO BURNETT INDIA, Mumbai / INDIAN RAILWAYS / 2006

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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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