The India Chapter of the International Advertising Association (IAA) is trying out a unique community welfare experiment in the Cuffe Parade area of Mumbai.

Says IAA President Avinash Pandey, 

“Simple traffic rules are not being observed.

Wrong side riding is endemic.

Double parking, parking at bus stops, jumping red lights…the list goes on.

So what can we do about this?

-We can complain long and loud.

-We can indulge in finger-pointing.

Or we can try and do something about it ourselves.

The India Chapter of the International Advertising Association (IAA) has always been active in the field of cause-related advertising.

This time we thought we would do a small experiment in what we call, social engineering. The attempt to try and change behavioral patterns through simple messaging. 

Backed by increased enforcement.

And so along with Signpost, the outdoor company, the traffic police and with the support of the Hon. Speaker of the Maharashtra Assembly, Sri Rahul Narwekar, the IAA has launched what we like to call a small social engineering experiment.

10 Bus shelters from Badhwar Park, down Capt. Prakash Pethe Marg (Cuffe Parade) to the end of G.D.Somani Marg now sport simple messages about observing basic traffic rules.

The traffic police will ensure increased visibility specially during peak hours in the morning and in the evening at known bottlenecks.

In 10 days time, we hope to see some behavioral change.

And of course, we can all feel a sense of satisfaction that we have tried to bring about positive change in our daily lives.

If it has a strong positive effect, we could take this to other areas as well.

I wish to thank Signpost, the Hon. Speaker, the traffic police, Dhananjay Khotpal, the creative director and all those who have supported us in this community service project as a labour of love.

About IAA

The International Advertising Association is the world’s only globally-focused integrated advertising trade association with membership representing Advertising agencies and the Media. The IAA comprises Corporate Members, Organizational Members, Educational 

Affiliates, as well as 56 Chapters with individual members and young professionals from 76 countries including the top 10 economies in the world. IAA is over 80 years’ old and is headquartered in New York.

Membership to the Indian Chapter of IAA is by invitation only and IAA has very senior marketing, advertising and media professionals as it members.  IAA in India is seen as the most active chapter by IAA Global. IAA India is well-recognized for some of its marquee events like the IAA Leadership Awards, IAA Olive Crown Awards, IndIAA Awards, IAA TechPulse, IAA Voice of Change, IAA Debates, IAA Conversations, IAA Young Turks Forum and an array of IAA Knowledge Seminars, Webinars, Workshops, Conclaves etc.

For more information please visit www.iaaindiachapter.org or email secretariat@iaaindiachapter.org