Description

Problem:
Sexual harassment in public transport (frotteurism) is a taboo in Uzbekistan. 60% of passengers have experienced or witnessed frotteurism. 50% of respondents do not know what to do in such situations.

Task:
The Tashkent Transport Authority decided to launch a campaign aimed to raise public awareness of the problem.

Insight:
No one pays attention to traditional banners inside the buses. Because those banners are located above the passenger's head. Where people will exactly look at? A BUS TICKET where a lucky number might land.

Idea:
For the first time in history, we decided to put a message on the bus-tickets. The ticket tell about what to do if you are a victim or witness of the situation.
And now, bus tickets are new advertising media.

Results:
The message reached over 4.5 million people online. People interacted with tickets over 80 million times offline. Most importantly, people started to report cases.

Credits

Creative Director:
Otabek Sharapov

Creative team:
Mirafzal Mirahmadov
Obloqulov Muhammad
Diyor Burhonov
Aziza Alijonova

Designers:
Zohir Bozorov
Ilhomjon Akbarov
Fazliddin Boboqulov
Artyom Fomin
Aleksey Petrikov
Javohir Anvarov

Account managers:
Muhammad Mirakbarov
Inara Asanova