Cannes Lions
PUBLICIS COMMUNICATIONS, Gurgaon / DELHI URBAN SHELTER IMPROVEMENT BOARD / 2016
Overview
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Description
During winters, from midnight to 6am (when buses were off the roads), bus shelters turned into heated, illuminated and safe night shelters for the poor. Insulated covers were rolled down, heat convectors were placed inside and a security guard stood watch. The covers were removed in the early hours for the bus shelters to be accessible to commuters once again. And all this was done at a minimal cost.
Execution
A day before the launch, bus shelters in areas with the maximum number of winter-related deaths were rebranded. The rebranded shelters invited homeless people to take shelter there from the biting cold at night. On 10th March, after the last buses left, these bus shelters were converted into heated, illuminated night shelters for the poor. The entire event was inaugurated by a high-ranking Minister of State, in the Delhi government.
Outcome
Zero winter-related deaths were recorded in areas with Warm Shelters. The project received wide media coverage and prominent politicians and government officials tweeted about it on the web. Talks with the central government have started on taking the idea to other parts of India.
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