Our organization launched its CSR program Chakachak Mumbai (Clean Mumbai) with its heart in the right place. While in our maiden year, at an on-ground level, we built 213 toilets and 15 toilet blocks in over 4 slum areas over a period of 3 months, and did our bit for behavioral change at the slums, we didn’t want to stop there!

• Brief

We wanted to take our message to a wider audience, beyond the slums. The challenge was not only to reach that mass audience but also to connect with them on an individual and personal level.

• Objectives

The youth today are agitated against traditional norms, their status quo in the era of globalization, inequitable access and opportunities, dust, pollution, imbalance in priorities. The goal was to tap on that anger and give them a voice that would bring about change, however small. A change in mindsets.

We started with a survey on Twitter asking people to vote for the situations that got them angry. From our Twitter survey, we found out the top three situations that angered them. To bring out the irony, we did three social experiments with hidden cameras that compared the situations which angered people with those that didn’t and put a scorecard.

In each film, passersby react to unorthodox social behavior, but ignore unhygienic habits. So, urinating in public is ignored, but a girl holding up sanitary napkins is not. Passersby stare at a girl in a short skirt offering prayers to an idol by the roadside, but not at people littering the same spot. Pedestrians commenting on a couple getting cozy on a park bench, but ignoring other pedestrians who are spitting at the same spot.

To deliver a riveting blow, our videos ended with the poignant line: Are we getting angry for the right reasons?

We started with a survey on Twitter asking people to vote for the situations that got them angry. From our Twitter survey, we found out the top three situations that angered them. To bring out the irony, we did three social experiments with hidden cameras that compared the situations which angered people with those that didn’t and put a scorecard.

In each film, passersby react to unorthodox social behavior, but ignore unhygienic habits. So, urinating in public is ignored, but a girl holding a pack of sanitary napkins is judged. Passersby stare at a girl in a short skirt offering prayers to an idol but not at people littering the same spot.

Timeline:

Ongoing

We hosted the videos on Facebook to drive conversations and used Twitter for amplification.

Scale:

National