As per updates from Ministry of Road Transport and Highways, lakhs of life are lost in road crashes. Hence, there lies a great need to have planned interventions to propagate road safety and engage with mass public to create awareness around road safety practices including safe driving, riding as also awareness of traffic rules and consciousness about following them. It is against this backdrop that the company had conceptualised road safety focused CSR initiative called Ride Safe India (RSI) programme. ......
The programme stresses on the need to inculcate self-discipline among road users by way of constant reminders through road safety slogans, campaigns, social media content, blogs and other such focused initiatives. It focuses on information dissemination on road safety and tries to reach out to individuals who are likely to be ignorant about safety aspects on roads. It engages with various law enforcement agencies across states to run road safety campaigns for two-wheeler riders. Most of these programmes focus on road safety education and measures that aim at positively influencing traffic behaviour patterns.
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Young children can become great positive influencers and can inspire grownups to be conscious and responsible citizens. In order to engage with children and make them the ambassadors of road safety, Road Safety Clubs have been formed across schools of various states. The enforcement agencies along with Ride Safe India team conducts multiple activities including focused awareness workshops, painting, essay writing and more such competitions as well as visits to traffic training parks to make children understand the significance of being safe on the road.
Road safety van is another unique concept wherein a van has been customized into a mobile classroom to impart theoretical and practical training on road safety practices. The van constantly engages with children of road safety clubs.
In association with Gurgaon police, we have set up a Road Safety Van that goes to various schools for practical lessons on road safety and traffic rules.
Road safety training parks are one-stop place to learn about road safety and also to get trained in riding two-wheeler safely. The parks are equipped with riding simulators, safety riding tracks, road stretches with varying road conditions and safety riding equipment. Our trained faculty educate the participants on road safety through specially prepared audio-visual aids, road sign posters, brochures and videos. At present, we manage nine Road Safety Training Parks at Gurgaon, Delhi, Lucknow, Hyderabad – 2 parks, Rourkela, Nashik, Bilaspur and Nagpur.
In order to complement the efforts of international organizations and enforcement agencies – including United Nations and traffic police departments of various states – we organize large-scale safety campaigns. Some of the initiatives we support include the National Road Safety Week and the United Nations’ Global Safety Week.
We organize mass awareness campaigns that are aimed at encouraging people to take pride in being safe drivers and good Samaritans as well as motivate them to encourage more people to be like them. The fundamental objective is to bring about a behavioural change that would ultimately make people realize that road safety is their collective responsibility. The campaigns make use of print, electronic and social media as well as below-the-line activities to reach and influence as many people as possible.
Be A Road Hero campaign
The campaign aims at encouraging people to take pride in being responsible drivers and be good Samaritans by following traffic rules, as well as to motivate them to encourage more people to "Be A Road Hero".
The focus is on creating awareness among the masses about the need to wear a helmet while riding a two-wheeler, ensure that seat belts are fastened when in a car and encourage people to help road accident victims.
The fundamental objective is to bring about a behavioural change that would eventually make people realize that road safety is their collective responsibility and by working together, they can bring down the mortality and accident rates on the roads.