Problem
This is another example of social marketing initiative undertaken in India. Mumbai Railroads were facing a huge problem: In only 2009 nearly every day there were 10 deaths from trespassing incidents. In 2009, Indian Railways decided to change this picture. A research firm was hired to conduct a massive ethnographic research to make recommendations.
1) Mumbai Railroads - 7M commuters/day
2) Issue - 3,706 deaths in 2009
It was a social norm, with so many having crossed the tracks for so long
It had become a nonconscious behavior, with most trespassers being preoccupied when crossing the tracks, either speaking on their phones or engaged in conversations with their friends
There was an overconfidence bias, with most having successfully crossed the tracks without incident thousands of times, believing "it's not going to happen to me."
What would YOU propose as a solution, given the information above? Discuss.