The Brief

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 came up with an interesting idea of putting huge mirror-like-reflectors, *Pee Reflectors*, on the walls where people urinate. We started by cleaning the walls that have been turned into open urinals in Delhi's most popular places and covered them with huge reflectors. So whenever someone goes to urinate on the walls, the reflectors would reflect his act for everyone to see and thus stop him from urinating.

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.

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 Pee Reflectors didn't rely on anything, instead it embarrassed those who urinate publicly and shame them in front of everyone. With huge pee reflectors there was no place to turn around and pee. As the results show, it has been the most effective idea so far to stop men from urinating on the walls and making them use the public toilets.