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A campaign, which is the first public-private partnership experiment in social engineering with an objective to bring back awareness about observance of traffic regulations, was launched on Monday in Colaba, the assembly constituency of Maharashtra Assembly Speaker Rahul Narvekar.
The International Advertising Association (IAA) is conducting the experiment along with Signpost, the Outdoor advertising company, the traffic police and residents.
Speaking at the launch, Narvekar said, “It is a movement about one of the biggest problems in the city — traffic jams.
Mumbai is an island and there cannot be more roads… we are going to witness public-private partnership in Colaba constituency to solve this social problem over the next eight days. Based on the results, further campaigns will be planned.”
Abhishek Karnani, IAA vice-president, said, “This campaign is aimed at bringing the behavioral changes of public when it comes to traffic-related problems. We are confident that it will be a success here and that this will further expand across different parts of Mumbai.”
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