The problem first received public and media attention in the 1970s. In the following decades, more and more women started attending college and working independently, meaning that they were often no longer accompanied by a male escort as had been the norm in traditional society. In response, the problem grew to alarming proportions, despite this not being the case in other cultures where women go and come as they please. Soon the Indian government had to take remedial measures, both judicial and law enforcement, to curb the practice. Efforts were made to sensitise the police about the issue, and police started to round up Eve teasers. The deployment of plain-clothed female police officers for the purpose has been particularly effective. Other measures taken in various states by the police were setting up of dedicated women's helplines in various cities, police stations staffed by women, and special police cells.