Cannes Lions

STOP SPITTING

DENTSU COMMUNICATIONS, Chennai / MADRAS MYLAPORE ROUND TABLE #3 (MEMBER ASSOCIATION ROUND TABLE INDIA) / 2010

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Overview

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Credits

Overview

Execution

Getting people to abstain from spitting was the primary focus. We thought it would be best if we could get back at the spitters. We even thought of installing a mechanism which would squirt an indelible ink on the spitters. But it wasn't practical. So we came up with this idea of installing full length mirrors at places vulnerable to spitting. The spitters can thus see their own image of spitting, which would amount to the spitters spitting on themselves. And for better understanding we also had the message, Go ahead spit on yourself, printed on the mirrors.

Outcome

People actually abstained from spitting on themselves (meaning their own reflections) and started using the designated spittoons. The effectiveness of the activity can be measured from the photographic evidence we have provided. Mirrors were installed in corners, which used to be abused by the spitters, after they were cleaned and freshly painted. Barring a few minor spit stains the corners were actually as clean as they were when painted, as the client desired.The general public also really appreciated the effort as it worked better than even putting up pictures of gods to curb spitting.

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