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GOOD NATURED, BUT HIGHLY EFFECTIVE PUBLIC SHAMING

Crowded environments, such as a train carriage, can be the most uncomfortable as you may not be 100% sure of who the offender is, nor want to draw attention to yourself. So how can you discreetly draw attention and shame a faceless offender, and with the support of the crowd, but by not drawing attention to yourself, nor creating a riot? Via a ringtone which can be activated through dialling say 111, and the ringtone is a catchy loud and contagious song* which alterts everyone that there is an offendor in the train carriage, but in a good natured way which will put everyone on their best behaviour. (*Please reference below video on a anit-peeing campaign.)

Photo of An Old Friend
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Crowded environments, such as a train carriage, can be the most uncomfortable as you may not be 100% sure of who the offender is, nor want to draw attention to yourself.  So how can you discreetly draw attention and shame a faceless offender, and with the support of the crowd, but by not drawing attention to yourself, nor creating a riot?  Via a ringtone which can be activated through dialling say 111, and the ringtone is a catchy loud and contagious song* which alterts everyone that there is an offendor in the train carriage, but in a good natured way which will put everyone on their best behaviour.  (*Please reference below video on a anit-peeing campaign.)

Explain your idea in one sentence.

A ringtone which can be activated through dialling say 111, and the ringtone is a catchy loud and contagious song which alterts everyone that there is an offendor in the train carriage, but in a good natured way which will put everyone on their conscious best behaviour.

What is the need you are trying to solve?

In a crowded envirnoment, you don't always know who the offender is and as a result women remain quiet, and nor do they want to draw attention to themselves. This draws attention to the faceless offender and creates a community spirit of "I'm watching".

Who will benefit from this idea and how would you monitor its success?

Girl, women and anyone who feels unsafe - it could even be used for bullying. Success would be the number of downloads and anecdotal shairng of stories of use which resulted in the crowd singing along. Ideally the song would get into vernacular and popular culture.

Who would be best equipped to implement this idea in the real world? You? Your organisation? Another organisation or entity?

Many organisations could implent this idea. The creative behind the Mumbi anti-peeing idea is a close friend and I could engage her on the song and production, and then perhaps we partner with a telco to promote, however, the song would be a free download.

Where should this idea be implemented?

Mobile

How might you prototype this idea and test some of the assumptions behind it?

Very quickly and crudely you could write and record the song, download onto your mobile and test reactions in a crowded environments. Want to ensure that it is difusing what could be a hostile envirnoment and creating a sense of community in the carriage, whislt still not pointing the finger at either the offender or the victim.

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Spam
Photo of An Old Friend
Team

Hello everyone, thanks for the feedback. I think that perhaps another way to apply the idea is for it not be a mobile ringtone, but a recorded preventative Public Service Announcement which could be played in busy area's such as train station platforms, or at festivals. So a type of good natured Big Brother is watching you to put everyone on best behaviour.

Spam
Photo of Tasha Russman
Team

Sue, I really like the idea of using public awareness and shaming, and I think it's probably one of the best ways to alter behavior in India...

I think a major barrier would be anonymity, though. I think it would likely only work if there was some way of activating the "alarm" or soundtrack anonymously, while the sound came from some other location or loudspeaker, or something.

Spam
Photo of DeletedUser
Team

DeletedUser

I like the idea, but have one concern. The idea could be undone by people playing around with the app as a joke.

Best,
Mike

Spam
Photo of DeletedUser
Team

DeletedUser

I see one challenge with this. When a phone rings on a train everyone can determine where it came from. If these women are scared of making a scene or accusing the wrong person what would make them dial the number in the first place? Additionally what would the ring tone say that would shame the aggressor with no risk of embarrassing the women?