IIT Madras Partners with Odisha for ‘Zero Accident Day’ to Promote Road Safety

Image Source: Ommcom News

IIT Madras, through its RBG Labs, has collaborated with the Odisha government to launch the ‘Zero Accident Day’ campaign, aimed at reducing road accidents and fostering safe driving habits. The initiative, officially launched by Odisha Chief Minister Mohan Charan Majhi, is supported by the Commerce and Transport Department and will run for 23 days, focusing on community engagement and behavioral change.

Key Highlights of the ‘Zero Accident Day’ Campaign:

Women-Led Road Safety Movement – With men accounting for over 80% of road accident deaths, the campaign strategically places women at the forefront to drive awareness and behavioral change.
Community-Centric Approach – The initiative involves college students, delivery workers, LGBTQ+ communities, and software professionals, ensuring broad participation.
Educational & Cultural Activities – Events such as essay competitions, reel contests, short films, photography, and cultural programs will reinforce road safety awareness.
Scientific & Behavioral Insights – Developed by Prof. Venkatesh Balasubramanian, Head of RBG Labs, the campaign integrates psychology, engineering, and community involvement to create lasting behavioral change.

Outlook on Odisha’s Road Safety Initiative

The Zero Accident Day campaign marks a major step in Odisha’s road safety efforts, emphasizing shared responsibility and proactive engagement. With structured interventions and scientific strategies, the initiative aims to reduce road fatalities and make safe driving a natural habit.

Sources: Times Now, Odisha Diary, Pragativadi and UNI India.