Elevator Industry’s ‘OOH Campaign’ for its Mechanics who kept the World Moving during the Pandemic

Elevator Industry

As humanity reeled under the onslaught of Covid-19 and the resultant uncertainty, the world applauded the millions of essential services workers who toiled tirelessly at great risk to their personal health and safety. We, and rightfully so, clapped for the healthcare and support workers, sanitation workers, grocery staff, delivery boys, bus drivers, fire men, the police force, and all other workers.

However, amidst the applause and outpouring of gratitude, the world overlooked the hundreds of thousands of invisible hands who ensured the working of lifts, elevators and escalators that sustain cities and make our daily lives convenient and easy. Without the tag of ‘essential service workers’, elevator personnel rarely received any priority for facilities and vaccinations or any government support that were extended to the designated essential service workers.

Unrecognized as essential workers, elevator mechanics have also been charged for lockdown violations as they moved from building to building and elevator to elevator to keep the world moving. Banned from using public or private transport, stories abound of mechanics who walked miles to attend to elevators. There are mechanics, who, through their on-duty exposure, have got infected and in turn infected their families and, sadly, also succumbed to the deadly virus.

Speaking about the OOH (Out-Of-Home) media campaign, TAK Mathews of TAK Consulting, said: “To right this grievous wrong and raise public awareness, ISEE has launched a public campaign ‘ELEVATOR MECHANICS - You Keep the World Moving’. It is but a small step to urge the world to acknowledge the elevator mechanics, who despite their tireless work during the difficult times, have been taken for granted.”

The first step of the campaign was through hoardings that have been put up at premium and strategic locations of Mumbai: Marine Drive, Sion Flyover, Western Express Highway Jogeshwari and Bandra Thackeray flyover. Bimal Vora of Adlets provided support in getting the campaign rolling by releasing the premium locations and its execution. The campaign with its unique message has become a talking point amongst the people of Mumbai.

The first edition of ISEE - the International Sourcing Exposition for Elevators & Escalators - will be held in Mumbai. Initially scheduled for 5-7 November 2020, the trade event has now been rescheduled for 9, 10 & 11 December 2021. The next edition will be held in 2022 from 24-26 November.
NBM&CW August 2021
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