SPIT IMAGE by Dentsu Communications Chennai for Madras

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SPIT IMAGE

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Industry Charities, Foundations, Volunteers
Media Promo & PR
Market India
Agency Dentsu Communications Chennai
Released October 2009

Credits & Description

Category: Charities, Public Health & Safety, Public Awareness Messages
Advertiser: MADRAS MYLAPORE ROUND TABLE #3 (MEMBER ASSOCIATION ROUND TABLE INDIA)
Product/Service: STOP SPITTING
Agency: DENTSU COMMUNICATIONS
Date of First Appearance: Oct 2 2009 12:00AM
Entrant Company: DENTSU COMMUNICATIONS, Chennai, INDIA
Creative Director / Branch Head: Mohanarangan Krishnan (Dentsu Communications / Chennai)
Creative Supervisor - Art: Sandeep Das (Dentsu Communications / Chennai)
Senior Visualiser: Stephen Chelladurai (Dentsu Communications / Chennai)
Account Manager: D. Ramasubramanian (Dentsu Communications / Chennai)
Media placement: Ambient - In buildings - 2 October 2009
Describe the objective of the promotion.
In India people have the habit of chewing tobacco and spitting wherever they please, specially on the walls and corners of buildings. And innumerable messages and warnings haven't stopped them. Even picture of gods at building corners haven't produced desired results. Spitting causes serious health hazards and is also an eyesore. Objective was to strongly communicate that people should abstain from spitting indiscriminately at public places. And the communication solution should not just stop with informing the people. It should urge people into action.
Describe how the promotion developed from concept to implementation
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.
Describe the success of the promotion with both client and consumer including some quantifiable results
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.
Explain why the method of promotion was most relevant to the product or service
In India spitting on a person is considered the most offensive and dishonorable thing to do to that person. It is a measure of how much respect the person elicits. By putting up full length mirrors with the message, Go ahead spit on yourself, at places vulnerable to spitting we had the spitters committing the ultimate disgrace on themselves, when they indulged in spitting. People were apprehensive to spit on their own image. The mirrors with the message played on their egos and stopped them from spitting.