The Silent Tsunami - Road Safety Awareness Campaign - Bangalore

The Silent Tsunami

How you can help make a difference

Friends For Life, its work and collaboration opportunities

2005

The Presentation Covers

• The Silent Tsunami• Friends For Life• The work• The recognition• Current projects• Be a Lifeguard• Contact

The Making of a Silent Tsunami

Worldwide, the number of people killed in road traffic crashes each year is estimated at almost 1.2 million, while the number injured could be as high as 50 million – the combined population of five of the world’s large cities.

Source: WHO world report on Road Safety & Injury Prevention

The next Big Wave - Global burden of Road Traffic Injuries and Deaths

• Every day around the world, almost 16,000 people die from all types of injuries. Injuries represent 12% of the global burden of disease, the third most important cause of overall mortality and the main cause of death among 1–40-year-olds. The category of injuries worldwide is dominated by those incurred in road crashes.

• According to WHO data, deaths from road traffic injuries account for around 25% of all deaths from injury.

Ground Reality

LICs’ scenario• Poor road conditions – lighting,

potholes, unmarked speed breakers, Man made obstacles – multi-type vehicles, cattle/dogs.

• Encroachment of roads – hawkers, infrastructure deficiencies.

• Low support from govt./police bodies – focus on policies, not on enforcement/awareness.

City of Bangalore as an Example

• Unprecedented urbanization• Silicon Valley of the East• Motorization • Changing values of people • Population: Over 4 million

City of Bangalore as an Example

• Need to increase helmet wearing to about 40 % and change would occur automatically after that. we live in a city with 12,92,228 two wheelers (double this covering pillions and triple this including children) out of 17,38,929 vehicles as on December 2002 in a population of 4 million adults.

• We add nearly 500 new, young and inexperienced drivers onto our roads every day.

Benefits of Helmet Wearing

• By introducing helmet law in Karnataka ( it cannot be introduced only for Bangalore as per law), the benefits will be reduction of deaths ( 30 %), reduction of severe head injuries ( 50 %), consequent neurological and psychosocial disabilities ( 50 %), extent of hospitalization ( from an average 7 days in severe brain injuries to 3 days for the same ), economic benefits ( the average cost of maintaining a person with brain injury in NIMHANS is Rs. 1572 per hour) and reduction in incidence of skull fracture ( from 14 % to 4 %).

Statistics: National Institute of Mental Health and Neuro-Sciences, Bangalore

About Friends For Life

• Established in 2002• Mission: To build safer, responsible communities• Core area: Unintentional road traffic injury prevention• Focus on: Communications and Education

The Campaigns

• Online, public interest• Leverages the power of the Net -

http://civic.websitewelcome.com/~fflonlin/anishhome.htm• It is about responsibility• About one’s own safety• About being concerned about the safety of your friends,

family members,colleagues and community.• Covers subjects like helmet wearing, road rage, lane

discipline, child road safety

Current Campaigns

World Health Day, ‘Keep your head, wear a helmet’, Road Smart and Road To Safety With Children

Posters from the current Road Smart Bangalore Campaign

What does it hope to Achieve ?

• Create awareness• Increase interaction• Initiate change• Make people responsible• Develop better standards of communications• Bring local administration, policy bodies, police together

How are these Campaigns working ?

• Online: Communi –Kit – downloadable communication material

• Posters, stickers, logos, wallpapers, SMS text, survey documents, e-mailers and instructions

• Communications/Human Resources managers can run independent campaigns in their firms.

• Offline: Road shows, traffic signs, media coverage.• Work of mouth.• Presentations at corporate houses/education drives –

Infosys, Wipro, i2 Tech, i-flex solutions, Thomson Financials

Concert at Christ CollegeAugust 17, 2002

Bangalore Police Commissioner- Sangliana introduces

the campaign and the band

Christ College management address their students on road sense

Concert at Christ CollegeAugust 17, 2002

Left: The band plays during the helmet tour Right: Rohit Barker of Radiocity advising students on helmet wearing

Concert at Christ CollegeAugust 17, 2002

Rzhude, Bassist, TAAQ

“College kids are easily influenced by fads and fashion, and somewhere along the line most kids who ride bikes seem to gotten it into their heads that it’s not cool to wear a helmet. The obvious safety aspect, is sometimes learnt the hard way, as some of us who have lost friends to bike accidents will testify. If we can change this idea in the kids’ heads at the college level, I’m sure it will make a habit of it in later life as well.”

Concert at Jyoti Nivas CollegeAugust 19, 2002

Bruce Lee Mani, Guitarist, TAAQ

“As a bike rider myself, I seriously believe a helmet can make a difference even in a small fall off a bike. The cause that Friends for Life is promoting, could make a difference to peoples lives. We certainly think it’s a cause worth supporting by taking the message with our music to college kids, especially.”

Concert at Jyoti Nivas CollegeAugust 19, 2002

Rajeev, Drummer, TAAQ

“Alongside enforcing clothing rules I think it makes more sense for colleges to enforce a compulsory helmet rule for all the kids who have two wheelers.”

Concert at St.Joseph Arts and Science CollegeAugust 23, 2002

If you wear a helmet, here are some freebies !Rohit Barker of Radiocity rewards helmet users at the concert

Concert at St.Joseph Arts and Science CollegeAugust 23, 2002

An introduction to the helmet campaign, some senior doctor advice and then on to some great music

Concert at Bishop CottonsNovember, 2002

Catching them young !If they are receptive at this age, they will surely

wear helmets when they grow up..

How is this campaign working ?

• Joint exercises with Police Departments

• Traffic signs at important intersections

How is this campaign working ?

• Teams up with like minded organizations/doctors

Dr.Gururaj of NIMHANS speaks at one of the venues

The Hindu

The Times of

India

The Brief

The Indian Express

From: guruSent: Friday, May 03, 2002 3:35 PM

Subject: RE: Helmet campaign

Dear Anish,

Thanks for your letter. We need large scale awareness programs to save many more people. We also want more people to share their experiences so that others can have benefits from simple technology. Please let me know in whatever ways I can be of help.Thanks.

Dr.G.GururajProfessor & HeadDepartment of EpidemiologyNational Institute of Mental Health & Neuro SciencesBangalore - 560029

Medical/Traffic experts offer help

From: Cohn, Murray S.

Sent: Monday, May 06, 2002 5:12 PM

Cc: Murr, Thomas W.

Subject: RE: Helmet campaign

You are welcome to use anything on CPSC's web site (www.cpsc.gov) as a resource. We are extremely appreciative of all efforts to stress the importance of wearing bike helmets, so that injury and death can be prevented as in situations such as yours. Thank you for taking the time to help spread the word about safe biking!

HR/Communications Specialistsare involved

From: Milind Jadhav

Sent: Monday, June 10, 2002 10:16 AM

Subject: RE: Public interest online campaign site

Anish,

Thanks for the mail. I believe this an excellent initiative, however, I

would like to know from you the details of sponsorship that you are seeking.

Also, appreciate if you could let me have your phone number so that we can

have a detailed chat on the subject.

Milind Jadhav

Vice President - Human Resources

Patni Computer Systems Limited

HR/Communications Specialistsare involved

From: Ashok Mukherjee

Sent: Saturday, June 08, 2002 4:20 PM

Subject: Re: Public interest online campaign site

Anish,

I am sending your message to my global HR team. They in turn will spread it

in their regions. Its a good cause and I am sure you will be able to garner

support of like minded people everywhere.

Regds,

Ashok

HR/Communications Specialistsare involved

From: Bob Isherwood

Sent: Tuesday, May 21, 2002 10:45 PM

Subject: Re: Needed your inputs

Anish, good inititative.

Saatchi & Saatchi (Spain I think) did a great TV ad on this subject

years ago. It showed a light bulb dropping onto a table and exploding,

then it showed a light bulb in the corrugated cardboard wrapper

dropping onto the table and bouncing.

All the best

Bob

HR/Communications specialistsare involved

The Youth/Public

Ritesh Agarwal

I want to join ur campaign and spread awareness about wearing helmet.

awaiting ur response.

Anurag Srivastav

Hi !!!I am really happy to see this kind of campaign on the net. I

congratulate the campaigners for the efforts that they are putting into this.

The Youth/Public

• Thanks for sending an informative site address to us. We shall try and send the message to all Intellians.HR, Intelligroup

• A must see site ... with must do things .... and by the end of it ... MUST WEAR HELMETS!! Great Going!!! Am all for it!!! Went through your site in detail and am all for it, and I think I am going to do this here in the company. Rahul MarwahCellstream

Recognition

Paper accepted at: Invite from the World Health Organization

Be a Lifeguard

• Join the campaign.• Post a message on the site -

http://civic.websitewelcome.com/~fflonlin/anishhome.htm

• Request employees to use Communi-Kit to send to friends/family members

• Involve and enlist policy makers and administrators in your locality

• Provide constant feedback/ideas on effectiveness of campaign

Road Safety and You

• As a socially responsible individual and corporate, you can be at the forefront of road safety and injury prevention by actively participating in combating this public health issue.

- Safety of employees/vendors

By constantly driving the message on road safety through internal campaigns for employees, presentations, videos, radio campaigns, press, booklets and outdoor media.

Key Projects

• Poster/sticker campaign • Radio campaign• Traffic signboards • SMS campaign • Back to School – posters, leaflets etc. • Road safety training

Back to School Project

Plan:

• Posters for educating school children and parents/teachers• Reflective stickers for school bags ( can get costing

worked )• Games/puzzles for children on road safety – using simple

analogy – fruits/colors etc• Painting contest for kids – best entries will be showcased

at exhibition-topic – Road Safety and me.• Target: Schools in Bangalore by e-mail ( directory and

School Net)

SMS Campaign

• Plan:• Contact cellular companies • Make presentation and invite them to do a joint exercise • Ensure URL of campaign site is included in message• Does not cost anything for the operator• Can offer exchange link/web banner on our web pages

Sponsorships - Helmet Traffic Signboards

• Currently 40 signboards at prominent locations. Need more in the city.

Sponsorship – Road Safety Training Programs

• For corporate houses – audio-visual presentation, tips on driving safely and talk by experts

Join us to make Road Safety a Priority

Keep in touch

Friends For Life

Contacts:acampaigner2002@yahoo.co.in

http://civic.websitewelcome.com/~fflonlin/anishhome.htm