Title | PEE REFLECTOR |
Brand | GOOD HEALTH HOSPITAL |
Product / Service | PUBLIC AWARENESS SERVICES |
Category | B05. Public Service, Charity & Fund Raising |
Entrant | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Entrant Company: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Sales Promotion/Advertising Agency: | McCANN WORLDGROUP INDIA Mumbai, INDIA |
Name | Company | Position |
---|---|---|
Prasoon Joshi | Mccann Worldgroup India | Creative Chief Officer |
Ashish Chakravarty | Mccann Worldgroup India | Executive Creative Director |
Vineet Mahajan | Mccann Worldgroup India | Creative Director |
Nitin Pradhan | Mccann Worldgroup India | Creative Director |
Rupesh Sahay | Mccann Worldgroup India | Creative Director |
Chetan Malvi | Mccann Worldgroup India | Art Director |
Vineet Mahajan | Mccann Worldgroup India | Art Director |
Rajit Gupta | Mccann Worldgroup India | Art Director |
Rupesh Sahay | Mccann Worldgroup India | Art Director |
Suman Adhikari | Mccann Worldgroup India | Copy Writer |
Ashish Chakravarty | Mccann Worldgroup India | Copy Writer |
Sushant Bhadoria | Mccann Worldgroup India | Art Director |
Ankur Mondal | Mccann Worldgroup India | Production |
Satish Katariya | Mccann Worldgroup India | Editor |
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.
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.
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.
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.