CM’s social messages fail to impress Delhiites
It seems like chief minister Sheila Dikshit has decided to change the mindset of Delhiites. Take a drive down the roads and you will notice social messages from the CM. Hoardings at various bus stops carry messages from Ms Dikshit in her handwriting, instead of the attractive fonts and poetic messages that were common during the Commonwealth Games last year. There are messages like “Keep your city clean”, “Respect elders”, “Use Car pool”, “Water conservation begins at home” among many others.
While governments’ newer means to change the city’s mindset is visible, will it make any difference? Do these hoardings have the power to catch the eye of an average citizen?
Varun Parkash, advertising professional with Ogilvy, thinks that not many would pay attention to the hoardings. He thinks that in order to reach the masses there needs to be a better medium of communication. “The government has personalised the hoardings with messages in CM’s handwriting, but it won’t help much until someone pays attention to it. Also, the attention span of a person travelling is not great, so a small message written at the bottom of a hoarding won’t help catch one’s attention,” says Varun, who thinks fliers would work better.
Some think that spreading awareness about social issues needs much more engagement, and simply putting up hoardings won’t help. “In this case, a person will read the message and carry on with his work. If he is in the habit of spitting on the road, a message on a hoarding won’t make a significant change in his mindset,” says Rajit Gupta, creative group head at advertising firm, Mudra.
Rajit, however, applauds a recent polio campaign designed by a Mumbai firm in which polio-stricken people went door-to-door persuading people to take polio drops. “They told residents what happens when they are not vaccinated. To change the mindset of the public, this kind of engagement is important. They need to be explained, not just told about what will change if they change their attitude towards certain things,” says Gupta.
Advertising professional Mannat Kharbanda thinks that the posters may have an impact but not across the masses.
“Most of the people are still not that educated that they will be able to read, grasp and understand what’s written on a hoarding. There are yet others who despite of understanding might not have the will to follow it. Although it’s a good effort, it seems very shallow,” says Mannat.
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