India’s Roads are deadlier than Terrorists.
Background
Over 1,37,000 people were killed in road accidents in 2013 alone. That is more than the number of people killed in all the country’s wars put together.
Averaging 1 death every 4 minutes, the hourly death tally racks up to 16, with the daily death toll hitting 382, Indian roads are now amongst the most dangerous roads in the world.
The large number of deaths among pedestrians and cyclists also indicate that any move to get people to shun motorized transport in favor of these environment-friendly modes is not likely to succeed.
30% of all road deaths were of riders passengers on 2 wheelers. Wearing a helmet could reduce the risk of severe injury by 72%, however helmets are mandatory for the ride in only a handful of cities, while pillions aren’t subject to the same law.
Predictably, most of these accidents are caused due to preventable causes such as:
- Speeding
- Drunk-driving
- Overloading
- Lack of implementation of proper safety measures (helmets, seat belts)
- Blatant disregard of rules and regulations (poor driving etiquette, breaking of traffic signals)
See more information from sources below.
Challenge
How do we raise awareness about the dangers of road safety, while inculcating some driving etiquette into Indian Drivers and significantly lowering the number of deaths that take place on Indian Roads?
Audience
It is for every driver, biker, passenger, pillion and pedestrian in India. Every single person is exposed to the roads and it’s hazards. However, there should be a greater emphasis on drivers and riders.
Considerations
Using design and communication, along with the various tools that digital has to offer – come up with an effective solution for this problem by either spreading awareness, educating people or coming up with an on ground solution to one or more problems faced.
Use the following pointers to get to your solution:
Research
Deep dive into the break up of road accidents in India, find out the leading causes of road accidents and whether you want to tackle some of these causes or all of them.
Insights
Try and dig out national, cultural, social insights related to driving or road safety.
Objectives
Define your objectives, find out who your idea/campaign is targeted towards, and the effects that it will have. Will it lead to a rise in awareness, or a change in social and cultural behavior? Or will it be an actual product or solution (Illuminated Road Signs, LED Tape to illuminate cars at night).
Digital Connect
How can Digital be used to enhance these ideas? Can it be used as the primary media platform, or will it just be used in a supplementary manner to help spread the word and raise awareness? Why?
Deliverables
- Insights drawn from your research, and how it lead you to your creative solution. Whether your solution is design led or communication led, using different tools to provide a solution for the problem.
- What is your objective? (awareness/education lead approach, solutions based approach).
- How do you think it will impact road safety and why do you feel this is the best possible route?
- An effective media mix – highlight the media elements of your campaign and which platform will be the leading one, explain why.
- Storyboards for videos will be required.
- Recommended format – Objective, Issue, Insight, Challenge & Idea.
