Bad News Bag
Delhi Police
Issue 27 | June 2013
Agency
Eleven Brandworks Gurgaon India
Creative Team
Founder Director Prateek Bhardwaj Creative Director Aneesh Jaisinghani Kapil Batra Art Director Smit Agrawal Copywriter Vaibhava Bhatnagar Photographer Vikas Mary Retoucher Shahi Chauhan Production Sound Stream Studios
Date
December 2012
Background
The number of drunken driving cases increased drastically on occasions like New Year Eve. This resulted in many accidents and a number of people losing their lives. Despite being aware of the dangers, people chose to ignore the warnings in the spirit of celebration. Delhi Police wanted a unique and effective solution to remind and discourage people from mixing alcohol and driving.
Idea
News stories about drink-driving casualties on New Year Eves were collected and printed on ‘bad news bags’, which were distributed to liquor stores across Delhi.
On December 31st, anyone who bought alcohol had their purchases put in these paper bags as a reminder of how drink driving destroys lives.
Results
On New Year’s Eve, Delhi Police had expected a 42% rise in drunk driving cases, in line with previous years. However, the number of cases actually went down and only one accident was reported on the city’s roads.
The success generated interest from Police departments of neighbouring states and prompted Delhi Police to use the idea again during the festival of Holi.
Our Thoughts
Right message at the right time and in the right place.
One of those ‘I wish I’d thought of it’ ideas.