Results and Effectiveness

The activity sent a powerful message to the prospective criminal, at the crime scene. Once the users visited the website printed on the mouse pads, a Facebook link prompted them to take an online pledge. Numerous cyber café users pledged online and urged their friends as well. Several online pledges uploaded in one week. But more importantly, no one would dare commit a crime with their hand on a holy book.

Creative Execution

People in India are highly sensitive about their religious sentiments. Even those who don’t fear the law, fear God. That’s why taking oath on a holy book is a proven practice in the courtrooms. So we went to several internet cafes and replaced their mouse pads with mouse pads, specially designed to look like holy books. So each time users browsed the net, they effectively placed their hand on a holy book and took an oath. No one would dare commit a crime with their hand on a holy book. We succeeded, where technology failed, because we had God on our side.

Insights, Strategy and the Idea

Cyber crime is a growing social hazard and everyone should contribute to help curb its growth. So our client Wi5, an Internet Service Provider, wanted to do their bit to curb cyber crime. We targeted cyber cafes. With little or no records, cyber cafes are classrooms for cyber crime due to the anonymity they provide to their users. The campaign targeted both new and existing customers.