Design and Implementation of Campaign Implementation Plan

Every year more than 1.17 million people die in road crashes around the world. The majority of these deaths, approximately 70%, occur in developing countries. Pedestrian’s account for 65% of deaths and 35% of pedestrian deaths are children.

National Highways in India comprise about 2% of the total road length in the country and yet carry over 40% of total traffic. The decade of the 90’s observed a tremendous change in the automobile industry and a rapid growth in the density of vehicular traffic that had arrived on the Indian roads. Keeping all the above factor in view, the project was conceived to design a service to reduce the risk of accidents, through raising the awareness among local inhabitants and road users of National Highways of the Golden Quadrilateral (GQ) connecting the main metropolitan centres of Delhi, Kolkata, Chennai and Mumbai under the aegis of a World Bank Aided Project.

Hijli INSPIRATION partnered with SMEC, New Delhi which was awarded the assignment for one section of the GQ covering Chennai – Kolkata section of 1682 km covering NH 5, 6 and 60.

The goal of the project was to identify the prevailing erroneous and accident prone road user behaviour, develop target group oriented campaign materials on road safety and create awareness on safe road use practices among the beneficiaries of the project, i.e. the various road user groups.