PEE REFLECTOR by McCann Erickson New Delhi for Good Health Hospital

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PEE REFLECTOR

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Industry Public awareness, Public Safety, Health & Hygiene
Media Print, Magazine & Newspaper
Market India
Agency McCann Erickson New Delhi
Executive Creative Director Ashish Chakravarty
Creative Director Nitin Pradhan
Art Director Rupesh Sahay, Chetan Malvi, Rajit Gupta, Vineet Mahajan Ltd., Sushant Singh Bhadoria
Editor Satish Katariya
Released September 2011

Credits & Description

Category: Public Health & Safety, Pubic Awareness Messages
Advertiser: GOOD HEALTH HOSPITAL
Product/Service: PUBLIC AWARENESS
Agency: McCANN WORLDGROUP INDIA
Creative Chief Officer: Prasoon Joshi (McCann Worldgroup India)
Executive Creative Director: Ashish Chakravarty (McCann Worldgroup India)
Creative Director: Vineet Mahajan (McCann Worldgroup India)
Creative Director: Nitin Pradhan (McCann Worldgroup India)
Creative Director: Rupesh Sahay (McCann Worldgroup India)
Art Director: Chetan Malvi (McCann Worldgroup India)
Art Director: Vineet Mahajan (McCann Worldgroup India)
Art Director: Rupesh Sahay (McCann Worldgroup India)
Art Director: Rajit Gupta (McCann Worldgroup India)
Copy Writer: Suman Adhikari (McCann Worldgroup India)
Copy Writer: Ashish Chakravarty (McCann Worldgroup India)
Art Director: Sushant Bhadoria (McCann Worldgroup India)
Production Assitant: Ankur Mondal (McCann Worldgroup India)
Editor: Satish Katariya (McCann Worldgroup India)
Media placement: Ambiant - 18 Places - Street Walls - 21 September 2011

Describe the objective of the promotion.
Even though there are over 3,200 public toilets in Delhi, most men have the
habit of conveniently turning towards any public wall and shamelessly
urinate on them. Thus turning them into breeding grounds for deadly
diseases like malaria and chikungunya. Our objective was to stop Delhi men
from shamelessly urinating on public walls and make them use pubilc toilets
instead.

Describe how the promotion developed from concept to implementation.
We thought the best way to stop men from urinating on public walls was to embarrass them by showing their shameless act to the world. So we cleaned the walls that have been turned into people urinals in popular places and covered them with huge mirror-like-reflectors with the message: Your actions reflect your character. And then directed them to the nearest public toilet. This not just stopped people from peeing on the public walls but literally steered them towards the public toilets.

Explain why the method of promotion was most relevant to the product or service.
Although many ways have been tried to discourage people from urinating on public walls, they have all failed because all relied heavily on the public conscience. But we didn't rely on anything, instead we used the same space, the same walls where people urinate and turned them to make the culprits use the public toilets. Thus Pee Reflectors successfully changed people’s behaviour and achieved the objective effectively.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The results were visible almost instantly. No one dared to urinate on the
wall and almost everyone stopped to look at it. Many took photographs of
pee reflectors and shared them on social networking sites and personal
blogs. Before we knew, the idea was replicated in numerous corners of
Delhi. Pee Reflectors even piqued the interest of major newspaper and TV
channels, generating free media coverage worth Rs. 3 million. But most
importantly, Pee Reflectors showed men the way to Public toilets. The
percentage of men using Public toilet has tripled in areas where pee
reflectors were put up.