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Public Awareness Campaigns

Delhi’s odd-even plan as a public policy experiment

Suvojit Chattopadhyay's picture
Traffic in DelhiLate last year, Delhi’s Chief Minister, Arvind Kejriwal, announced a measure to tackle the severe air pollution crisis in the city. The proposal was to implement an odd-even plan for private cars on Delhi roads: cars with odd numbered registration plates would be allowed to ply on odd dates and those with even numbered registration plates allowed on the other days. There was an exemption list that included single women (or with children), public vehicles, medical emergencies, etc. This was to be piloted for a period of fifteen days, starting on 1st January 2016.

For a detailed account of how the city dealt with this rule, see here.  An excerpt:
During the odd-even period, the use of cars fells by 30 per cent while those car-pooling went up by a whopping 387.7 per cent, indicating the success of the government’s push towards that option. Delhiites using private auto-rickshaws went up by 156.3 per cent compared to the period before odd-even, while Metro use went up by 58.4 per cent.

On average, the respondents’ took 12 minutes less to commute from home to work during the odd-even period. Car and bus users reached their workplaces 13 and 14 minutes faster during the 15-day period


I will come to the outcomes of this pilot in just a moment. Outcomes aside, the Delhi government’s Odd-Even plan has yielded a rich bounty. It sets the template for citizen engagement with a public policy reform experiment: heightened awareness regarding the core issue, mass participation, intense public scrutiny, and a data-driven discourse. Let’s take these one-by-one.

The Earth is Dying, So What?

Darshana Patel's picture

Public awareness campaigns about climate change can be real downers. This one was too scary for children and was eventually pulled off the air. This one scared even the adults and was pulled off the air within hours of its release.

Doom and gloom scenarios seem to be the dominant theme in most of these campaigns. But are they working? According to Futerra’s Sell the Sizzle, these campaigns completely miss the target with this type of negative messaging.  While it is true that climate change is aggravating problems like mass migration, overcrowded cities, and food shortages, our message need not be about Armageddon. We are trying to sell a version of climate change hell when we should be selling a low-carbon heaven, argues Futerra