The campaign initially focused on the city of Gurgaon but has since spread to parts of the nearby capital city, New Delhi. Naturally, with a radio station as partner, the airwaves have been some of the busiest channels through which campaign messages are communicated. During the festive season, Radio City urged listeners to make on-air pledges to curb drinking and driving, receiving almost 10,000 calls and more than 8,000 text messages. Respect the Road has also made extensive use of other media, including hoardings, coasters, tent cards, live media, social media picture sharing channels and its own dedicated Facebook page, which has gathered more than 32,000 ‘likes’.
In addition, more than 12,000 people used the Twitter hashtag #blowthewhistle and a total of 100,000 people engaged in the social media campaign to create new road safety slogans. The campaign’s taxi partner, Mega Cabs, has placed its logo and messages in 500 taxis operating in the area, reaching an estimated 60,000 passengers a month.