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The Punishing Signal

Award: Yellow Pencil

Yellow Pencil / Media / Use of Press & Outdoor / 2020

Award: Yellow Pencil

Yellow Pencil / Experiential / Public Environments

Award: Graphite Pencil

Graphite Pencil / PR / Low Budget Campaigns

Award: Graphite Pencil

Graphite Pencil / Impact / Initiative/Not for Profits

Award: Wood Pencil

Wood Pencil / PR / Use of Events & Stunts

70% of noise pollution on Mumbai’s roads is due to excessive honking. After many attempts to curb it, Mumbai Police did what fines couldn’t – they changed behaviour with an unexpected dash of humour by turning traffic signals into Punishing Signals. When honking crossed 85 dB, the countdown timer at a signal would reset, making impatient motorists wait more. A film of this solution was cut and tweeted by Mumbai Police. It soon became the most liked and shared topic in India, creating instant results as well as nationwide chatter.

  • The Punishing Signal

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