India, with only 1% of the global vehicle population, reports 10% of road fatalities, highlighting a critical road safety challenge amidst its diverse and populous landscape. Initiatives including multimedia lectures on safe driving, educational resources for children, and campaigns against drunk driving aim to improve road safety awareness and behavior across the country. The document emphasizes the necessity of responsible road usage and the impact of media in driving policy changes and public consciousness regarding this issue.

1. Welcome

2. ROAD SAFETY – INDIA’S BIGGEST
EMERGING CHALLENGE
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India with just 1% of the vehicular population accounts for 10% of the Road
Fatalities.
A multicultural, multi-religious democracy of more than one billion has 29
official languages.
With its size, population, diversity, urbanization and motorization; Road
Safety is the biggest emerging challenge.

3. Pedestrians must :
1. Always walk on the footpath, they are meant for you. Where there is no
footpath, walk in the right side margin of the road so that you can see the
traffic coming in the opposite direction.
2. Cross roads where there are pedestrian crossings. They have been painted at
great cost for your convenience.
3. Where there are no pedestrian crossings, watch the traffic on both sides and
cross when it is safe.
4. Where there are barriers, cross the road only at the gaps provided for
pedestrians. Do not climb over the barriers or walk between them and the
road.
5. Do not run after a moving bus. Follow safety rules on the road and live long.
You MUST NOT get on to or hold on to a moving vehicle.
Be Careful While on the road

4. FROM VIRTUAL WORLD TO THE STREET
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Developed cost effective, easy to comprehend Multimedia lectures on “Safe &
Responsible Driving”
Established “Computer based License Testing System”.
This first step towards standardisation of Licensing system was not only covered
widely by Indian media but BBC World covered it twice through “Collision
Course” and “India’s Motoring Revolution.”

5. FIRST STEP TO TRAFFIC SAFETY
EDUCATION
In the absence of Traffic Safety Education as part of school curriculum we published
“Your Child’s Road Safety Handbook” to train the next generation on road users.
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The “Ministry of Road Transport & Highways” directed all STC to use it.
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The book has been placed in all National and State libraries through RRLF (The nodal agency of
Government of India)
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On recommendation of BPRD, State Police Units have distributed through their “Road safety cells”
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Further the multimedia version of the book is being used extensively and is being translated in 6
vernacular languages as it is illustrative in nature, hence easily replicable.
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6. BOOK METHODOLOGY
Through extensive uses of pictorial tools the slides cover
the following:
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On Foot
While Cycling
On Two-Wheeler or in Car
School Bus
Road Signs and Marking
School Area Traffic Management
Code of Safe Practice
Publications underway “Handbook on Safe and Responsible Driving”
& “Handbook on Road Signs, markings & Signals.”

7. STEPS INITIATED TO EDUCATE
ABOUT DUI
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Regularly conduct drives through testimonials and by going to bars with alcoholsensors to challenge the normative behaviour of Drunk Driving.
Last Diwali, India’s most important festival, we reinforced the message by distributing
personalised cards and by writing “DON’T DRINK & DRIVE” with candles in the city
centre.

8. UNFORGETTABLE UNBEARABLE LOSS
Regularly highlight through media that deaths reported as a consequence of road crashes are not
statistics.
Since 2006 we have been commemorating World Remembrance Day and last November, we
gathered families of road crash victims at city’s most visible venue, The Lake.

9. ACTIVISM + MEDIA = CHANGE
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Purposely got a traffic infringement issued for not a dangerous road. Highlighted it
through the media and got the road repaired.
Used media to influence policy makers, general public by publishing research
conducted.

10. CAMPAIGN 2009 – CAUSE n EFFECT
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The campaign was built around “There are NO accidents.” They are
not will of God, but are causative in nature and hence preventable.
The campaign focused on human factors responsible for fatalities
and urged people to be adopt responsible road behaviour.
Emotive messages were part of campaign and used testimonials.

11. REACHING OUT
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Pamphlets have been included in the License Application and
Vehicle Registration Form.
Street plays can be conducted at different locations in the city.

12. Overwhelming WORDS
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Phenomenally highlighted the cause through media by getting these
events covered on day to day basis.

13. Road Safety Devices
Make use of the existing
Road Safety Devices.

14. Look Before You Leep!

15. Wishing you a safe journey called
LIFE…