Climate / Social Norms
Cars in India are a status symbol and during Covid lockdowns, people felt safer travelling in private vehicles. Many of the newly installed cycle lanes in cities were rarely used. Recognizing that infrastructure improvements alone were insufficient, the campaign aimed to address the psychological and social norms perpetuating the cycle of car ownership and reluctance towards public transport and cycling.
Mindworks coached, mentored and collaborated with Greenpeace India and allies to ensure that the campaign created more agency and shifted the norms and narratives around city ownership and instilled a sense of pride.
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Tags: Narratives, Social Norms, Urban Mobility
Date:
February 2021
Location:
Various cities, India
Approach:
Narratives, Social Norms
Issue:
Urban Mobility
Collaboration:
Greenpeace India
Tool Used:
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