Police have launched the first large-scale counter-terrorism advertising campaign to thwart more 11/7-like terrorist strikes.
MUMBAI: In an effort aimed at thwarting more 11/7-like terrorist strikes in the city, the city police has launched its first-ever large-scale counter-terrorism advertising campaign.
And the police don’t have a separate ad budget for this. Reason: two big advertising agencies have decided not to levy charges from the campaigns as they are designed for a public cause. Messages like “Don’t Let Terrorism Shop In This Mall You Are Not Stupid If You Look Under Your Seat are planned and designed by Lintas and the FCB Ulka.
Police sources said similar anti-terrorism ad campaigns had been planned and put to use with some success by the London Metropolitan Police sometime back. “Agency officials simply believe they should not be making money out of this venture as it is for a public cause,’’ a senior police officer, who is part of the ad campaign strategy, said.
Police commissioner AN Roy said on Monday, “The publicity campaign is a continuous process and we are going to sustain at least for the new few months. The campaigns are designed to encourage people to trust their instincts and report suspicious objectspersons and behaviour.” As part of the campaign in the “most-attacked city in the world” huge vinyl billboards have already come up across floors on a buildings at Haji Ali traffic. The poster sports the face of a child with a smile on her face. The punch-lines urge people to exercise caution.
Some of the city’s biggest shopping malls will soon sport posters and banners asking people to report to authorities any suspicious object or behaviour. Bigger shopping centres like the R-Mall in Mulund and Phoenix Mills Compound at Lower Parel also sport huge posters at the entry gates which ask people to not allow terrorists enter the malls. Ditto for railway stations, cinema halls and eminent places of worship which will be plastered with counter-terrorism posters, billboards and stickers.
The public is also encouraged to use the anti-terrorist confidential hotline 100 1090 if they wish to impart information about terrorist-related activities. “The anti-terrorism hotline posters, billboards, stickers and postcards are being designed with the objective of keeping the public vigilant,” said Maharashtra Anti-Terrorism Squad chief KP Raghuvanshi.
Posters will be on display on trains, buses, shopping malls, and cinema halls. A special publicity campaign on the radio is also in the offing. Across 120 cinemas in Mumbai will screen visuals to make people report strange objects and suspicious persons.
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