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According to Adrian Mendonza, executive creative director, Dentsu Marcom, the concept of 'Mumbai Unbreakable' establishes a connect with Mumbaikars and encourages them to think that terrorism should not be allowed to have its way.
"Instead of communicating the precautions in a mundane manner, the ads have been made to appear more interactive and forthcoming," Mendonza says. "They don't preach to the audience, but convey their social message like any other advertising communication, provoking a reaction nonetheless."

The campaign features a distinctive red and black colour scheme and uses a special jagged font to bring home the message more effectively. The campaign was rolled out in two phases.

Phase I used the power of words alone, with strong messages pasted inside buses, local trains, suburban train stations and shopping malls. Thought provoking words such as 'Don't let terrorism travel on this bus/train', 'You're not stupid if you look under your seat', 'Spare a minute. It can save many lives' and 'Don't let terrorism shop in this mall' were scrawled across these posters and each message was followed by a note which said, 'Unidentified baggage? Suspicious persons? Call 100/1090. A Mumbai Police Initiative', followed by the words, 'Mumbai Unbreakable'.

In Phase II, photographs were used in cinema slides and hoardings. The photo of a little girl carried the message, 'Don't let terrorism kill innocence'. The photo of a woman said, 'Terrorism does not see a gentle house-wife. It only sees destruction'. The photo of an old lady had the caption, 'Terrorism respects nothing. Not even old age'.

The entire campaign was supported by the General Insurance Corporation of India (GIC). Currently, 58 hoardings across the city display the photos of the little girl, house-wife and old lady and remind people to do their bit to make Mumbai truly unbreakable.

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* Contributed by -
Neha Jain & Parijat Sen,
PGDBM, Batch 2005-07,
IMT Ghaziabad.