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Has anyone spotted a "❤️" in Chennai's traffic signals? This initiative is a collaborative effort by the Greater Chennai Traffic Police Department, aimed at promoting adherence to traffic regulations to ensure zero accidents. Some articles mentioned that it is also to remind that "Every life matters" while others mentioned it is to celebrate "Traffic Lights Day". The campaign quickly garnered eyeballs on social media. Here's why I like it: ❤️ It is Cute: The sight of a cute heart during one's commute is just universally appealing. ❤️ It's Cheap: The initiative is cost-effective, requiring minimal expenses and no additional personnel for its execution. ❤️ It's Clever: The decision to focus on 25 key signals rather than all traffic signals fosters curiosity among the public regarding the rationale behind this selection. This approach prevents the campaign from being perceived as a uniform change across the city. However, there are aspects of the campaign that I found lacking: 💔 Inadequate messaging: While the campaign was launched, it lacked detailed explanations, which could have enhanced its impact and value through increased awareness on social media. 💔 Limited scope: The campaign's focus on a single symbol, rather than a comprehensive and connected approach, may not effectively convey the importance of following traffic rules. Adding on to the aforementioned point, there is no evident connection between the "Zero is Good" drive and these signals. It does not address the underlying issue of reckless driving or the broader challenges faced. 💔 Overlooks major issues: Accidents are not merely the result of driver negligence; lately the city's roads have been a nightmare due to the metro construction work. There are still huge potholes on the roads that cause sudden lane changes, and loss of balance by commuters. Addressing these fundamental problems should take precedence over a superficial campaign. In conclusion, while the initiative has its merits, it is important to consider a more holistic and connected approach to road safety and traffic management in Chennai. Did this campaign gain a ❤️ from you? I welcome your thoughts! #greaterchennai #marketing #offlinecampaigns #GCTP Image credits: Times of India
I saw that and thought myself I’m dreaming myself looking at a heart in the signal light 😅😅
Brand Strategist | LinkedIn Strategist | Manager - Strategy at Ting
4moLove the analysis! I also felt that there wasn't enough communication around the campaign. The go-to modes of communication for government entities are print and other traditional platforms while the audience set that's more likely to resonate with the campaign are young and hence are more active on social media. A beautiful campaign, nevertheless.