Case Study: Public Safety

Women Power Line 1090 Digital Chakravyuh Campaign

AI-powered public awareness campaign under UP Police, reaching 3.4 crore citizens across Uttar Pradesh and driving measurable behavioural change in helpline reporting.

3.4Cr
Citizens Reached
14%
Reporting Increase
1
State Campaign
National
Policy Impact
The Challenge

Low Public Awareness of a Critical Safety Helpline

Women Power Line 1090 is Uttar Pradesh's dedicated helpline for women's safety, operated under UP Police. Despite being a vital public safety resource, the helpline faced persistently low awareness levels across the state's diverse population.

UP Police required a technology-driven campaign partner capable of designing, executing, and measuring a state-scale awareness operation that would produce verifiable results in citizen engagement.

Conditions inherited
Awareness remained low
Across large parts of rural and semi-urban Uttar Pradesh.
Outreach was fragmented
No unified strategy connecting digital, print and outdoor channels.
No way to measure behaviour change
Nothing data-driven connected campaigns to citizen response.
State-scale demographics
A campaign had to reach 20+ crore people across highly varied populations.
No analytics infrastructure
Previous campaigns could not connect outreach activity to helpline usage.
The Solution

Digital Chakravyuh 360: AI-Informed Campaign at State Scale

Ooumph designed and executed the Digital Chakravyuh 360 campaign, a multi-channel public awareness operation built to reach citizens across Uttar Pradesh and drive measurable change in helpline engagement.

What Ooumph Delivered

  • Digital Chakravyuh 360 degree campaign: a multi-channel, AI-informed public awareness operation designed for state-scale reach
  • Targeted citizen outreach across digital, social, print, and outdoor media channels throughout Uttar Pradesh
  • AI-powered campaign analytics measuring reach, engagement, and behavioural change indicators in real time
  • UP Safe City Mission deployment, integrating safety infrastructure with citizen awareness programmes
  • Content strategy calibrated for diverse audiences across urban and rural demographics
  • Performance tracking dashboards providing district-level and state-level campaign intelligence
Outcomes

Outcomes & Impact

Measurable results from a single, coordinated campaign deployed across India's most populous state.

3.4 Crore Citizens Reached

The Digital Chakravyuh 360 campaign reached 3.4 crore citizens across Uttar Pradesh through coordinated multi-channel delivery, making it one of the largest public safety awareness drives in the state.

14% Surge in Helpline Reporting

Following campaign deployment, Women Power Line 1090 recorded a 14% increase in helpline reporting, demonstrating measurable behavioural change in citizen engagement with public safety services.

UP Safe City Mission Integration

Campaign outcomes were directly integrated into the UP Safe City Mission, connecting awareness infrastructure with operational safety systems across the state.

National Policy Adoption

Campaign results and methodology were cited in national-level policy discussions, with the framework adopted into broader policy recommendations for women's safety programmes across India.

Institutional Credential

Cited in National Policy Frameworks

The outcomes of the Digital Chakravyuh 360 campaign were cited in national-level policy discussions on women's safety. The campaign methodology and results informed broader policy recommendations, establishing a replicable model for technology-driven public safety awareness at state scale.

Next Steps

See How This Applies to Your Institution

Request a confidential briefing. We will walk you through the WPL 1090 campaign architecture and discuss how a similar model could work for your public safety or citizen engagement programme.

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