ROAD SAFETY INDIAS BIGGEST

EMERGING CHALLENGE

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.
 COMPREHENSIVE ONLINE ROAD SAFETY
RESOURCE

Journey began in 2003 with development of illustration and animation based

educational website for Chandigarh Traffic Police.
Presently, it gets more than 250,000 hits/month and over 50,000 have
voluntarily tested their knowledge.
Its success was widely covered by media and facilitated our entry into the
neighbouring state of Haryana.
 FROM VIRTUAL WORLD TO THE STREET

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 Indias Motoring Revolution.
 FIRST STEP TO TRAFFIC SAFETY
EDUCATION

In the absence of Traffic Safety Education as part of school curriculum we published

Your Childs Road Safety Handbook to train the next generation on road users.
The Ministry of Road Transport & Highways directed all STC to use it.
The book has been placed in all National and State libraries through RRLF (The nodal agency of
Government of India)
On recommendation of BPRD, State Police Units have distributed through their Road safety cells
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.
 BOOK METHODOLOGY

Through extensive uses of pictorial tools the book covers

the following:

On Foot
While Cycling
On Two-Wheeler or in Car
School Bus
Road Signs and Marking
School Area Traffic Management
Code of Safe Practice
Parents and Adults

Publications underway Handbook on Safe and Responsible Driving

& Handbook on Road Signs, markings & Signals.
 EXTENDING REACH

Established website as a Road Safety resource.

Developed posters, CDs, stickers for both National & International Government,
Semi Government & Corporate bodies.
 STEPS INITIATED TO EDUCATE
ABOUT DUI

Regularly conduct drives through testimonials and by going to bars with alcohol-
sensors to challenge the normative behaviour of DUI.
Last Diwali, Indias most important festival, we reinforced the message by distributing
personalised cards and by writing DONT DRINK & DRIVE with candles in the city
centre.
 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 citys most visible venue, The Lake.
 ACTIVISM + MEDIA = CHANGE

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.
 CAMPAIGN 2009 CAUSE n EFFECT

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.
 REACHING OUT

Pamphlets have been included in the License Application and

Vehicle Registration Form.
Street plays were conducted at 14 different locations in the city.
VRUS educated to adopt low cost affordable measures to mitigate
their vulnerability by putting reflective tapes on over 2000 cycles,
rickshaws and rehris.
 Overwhelming WORDS

Phenomenally highlighted the cause through media by getting these

events covered on day to day basis.
Wishing you a safe journey called
LIFE

Visit us at
www.arrivesafe.org