Talk about cause and effect. Most noise pollution in Mumbai, India, is from car horns. Long exposure causes hearing loss. To stop unnecessary honking, Mumbai Police instituted an ingenious idea: The Punishing Signal. The more motorists honked, the longer they waited. Traffic lights showed Stop when noise went up and Go when lowered. Drivers also saw live messages underscoring their responsibility. After a month, police recorded a 32% decrease in average honking decibels! Punishing Signal is now nationwide. Message received.
Affiliated Agency: Creative Agency: FCB IndiaCredits: Nandini Dias, Chief Executive Officer, Lodestar UM; Dhruv Jha, Head of Branded Content, FCB India; Amit Raina, Media Controller, FCB India; Crescens Lemos, Media Executive, FCB India; Robby Matthew, Chief Creative Officer, FCB India; Ravi Ananthan, Associate Creative Director, FCB India