A drive against incessant honking of horns on roads was carried by Lokmat Media across Maharashtra. The objective of the campaign, Horn Bajane Ki Bimari (HBKB), was to educate people about the ill effects of honking which is adversely affecting the physical and mental health of people.
It was imperative to undertake an initiative to make people, particularly vehicle users, aware of the hazards of honking. What was challenging was to get the people involved in the drive, said a company release.
A novel method was followed to create curiosity about the initiative. A week-long teaser campaign was run across medium posing questions such as “Are you suffering from HBKB?”, “Have you got yourself treated for HBKB?”, “Stop the spread of HBKB”, etc.
The message of the campaign was then revealed after a few days on various medium. Lokmat Group Publications carried a two-page innovative jacket to tell people what HBKB stands for, how it affects health and consequences if left unchecked.