The campaign was spread across 4 phases –

INVOLVEMENT

Different mediums demonstrated real-life situations where people encountered ‘Na’ (No). This resulted in online registrations on the Cholbe Na website with links to YouTube, Facebook and Twitter.

ENGAGEMENT

Different medium exhorted Kolkatans to come to Maddox Square Park to ceremonially banish a 51-feet tall ‘Na’ shaped inflatable. ‘Na’ shaped candles were burnt. Cholbe Na anthem was launched.

ACTION

Flash mobs, inter-college debate, cartoon & poster competition at various junctions denounced negativity and asked more people to join in.

CLOSURE

One could upload instances of negativity on the Cholbe Na site/ call/ SMS/ email to ABP Ananda. Facebook, Twitter and YouTube carried the same call for action.

The campaign seeded the need for a fundamental change in Kolkata’s deep-seated negative attitude. It evoked reactions from authorities, stakeholders and citizens.

• For the first time in the last 5 years, a strike was called off

• Kolkata Traffic Police opened its Facebook page to act on taxis refusing a fare

• Hospitals took special initiatives to reduce admission refusals

• Local press became vocal on the rampant lawlessness of the auto rickshaw drivers

• Special online measures were introduced to speed up passport services

• School kids took up a cleanliness drive and forced the government authorities to take up the job