Global Compact International Yearbook 2015

Good Practice
Human Rights
The name of the CSR project was “Ekbar
Bhabun” (Think Once). We designed and
manufactured 2,500 green T-shirts for
2,500 rickshaw pullers from major areas
of Dhaka. All the T-shirts had Bangla
messages written on the back to help
build awareness regarding traffic jams
and offered instructions to people on
how to follow the rules.
The T-shirts also had messages regarding
a scheme of Green Delta Insurance:
People’s Personal Accident Policy.
Translating the messages into English,
some of them were as follows:
• Sir, please warn me if I pick the wrong
lane.
• Not more than two passengers please.
• Considering the risks you take every
day while commuting, do you have
accident insurance?
• Please don’t tell me to hurry – life is
more precious than time.
• I’m not superman, so don’t expect me
to pull more than two passengers in
one trip.
Before launching the campaign, we made
sure the rickshaw pullers were covered by
our accident insurance. With the help of
our activation partner, we arranged short
sessions with the rickshaw pullers and
briefed them regarding the importance
of following traffic rules and regulations.
In those sessions, we handed them the
T-shirts and informed them about our
campaign.
On the day of the launch, we went to different
areas of Dhaka in groups to watch
public reactions and rickshaw pullers’
activities. Most people were surprised
to see so many rickshaw pullers in the
same green T-shirts. When they read the
messages on the back, it seemed as if they
appreciated the idea. The traffic officers
seemed to be more active that day than
usual, as we had arranged for print and
electronic media professionals to be in
those areas to record public reactions and
conduct interviews with people. When
we pointed out someone who was trying
to pick the shortcut, our team would go
to them and request that they follow the
road rules. After a few hours, the road
became visibly less crowded. The vehicles
were not stuck for a long time, as they
were constantly moving. The major impact
of the campaign was experienced on
social media. People were taking pictures
of the messages and uploading them to
Facebook, Twitter, and other social media
platforms. Most of them appreciated the
idea. Some promised to follow the road
rules regularly. The number of followers
for Green Delta Insurance started
to increase rapidly. We also prepared a
post-campaign video and released it on
YouTube and Facebook, where it went
viral on social media. The number of
views is still climbing fast and the youth
of Dhaka are sharing it on a regular basis.
Our objective of this CSR project was to
address the issues related to traffic jams
and road accidents and also to promote
human rights through the T-shirt messages,
namely that human life is more
valuable than time. At the same time,
we encouraged people to safeguard their
future with accident insurance.
Global Compact International Yearbook 2015
59