Tray It Right: Shoes Go Here!

Client: Anand Nichani

In August 2024, Anand Nichani identified a critical hygiene issue during his travel from Bangalore to Delhi: travelers placing muddy shoes in the same trays as personal items at airport security checks. This observation led to the "Tray It Right: Shoes Go Here!" campaign, advocating for dedicated shoe trays to separate footwear from personal belongings, thereby reducing contamination risks and enhancing public health in airports.

The campaign's objectives included implementing dedicated shoe trays, raising public awareness about hygiene, protecting vulnerable populations, fostering stakeholder dialogue, and encouraging systemic changes in airport operations. Targeting the Bangalore Airport authority, the initiative instilled urgency in addressing shared tray hazards and prompted swift action from Hari Marar, MD & CEO of Bangalore International Airport Limited, who mandated the use of separate shoe trays within a week of the campaign's launch. Operating on a zero budget, the campaign effectively utilized social media platforms such as LinkedIn and X (formerly Twitter), alongside traditional media outreach, to engage a broad audience. This multifaceted communication strategy generated substantial interest and resulted in 29 media stories, features on Radio Indigo, and additional efforts on Instagram and YouTube. What began as a single traveler’s concern at Bangalore Airport quickly evolved into a nationwide call to action. The campaign highlighted the power of focused advocacy in transforming airport practices. By addressing a largely overlooked issue, it raised awareness, inspired behavioral change, and achieved significant systemic improvements, establishing itself as a benchmark for enhancing hygiene standards in shared spaces.