Mumbai: The ministry of road transport and highways (MoRTH), under the leadership of minister Nitin Gadkari, is championing the Sadak Suraksha Abhiyan 2024. This pivotal public awareness initiative, dedicated to promoting road safety, will host its second edition four-hour telethon on 3 February 2024, in Mumbai. In partnership with the SaveLIFE Foundation (SLF), a leading non-profit organization in India dedicated to improving road safety and emergency medical care in India since 2008, this Telethon will spotlight the critical importance of road safety, centring on 'Empathy' as its core theme.
According to the "Road Accidents in India 2022 Report" by MoRTH, the country witnessed an average of 461 fatalities in 1,263 road crashes per day, marking an alarming 11.9 per cent increase in road crash fatalities from the previous year. Furthermore, there was a significant 15.3 per cent increase in injuries from road crashes.
In response to these concerning statistics, this second edition of Sadak Suraksha Abhiyan will address road safety challenges through an empathetic lens, focusing on behavioural modification among Indian commuters to enhance empathy and safety on the roads.
The initiative is built on four foundational pillars:
· Respect: Advocating for life preservation and active participation in life-saving measures.
· Patience: Highlighting the necessity of adhering to speed limits and driving rules.
· Safety: Encouraging the adoption of advanced technologies and initiatives for safer public roads.
· Collaboration: Emphasizing the need for cooperation among all stakeholders, including the public.
SaveLIFE Foundation founder and CEO Piyush Tewari commented, “Road crashes are a major public health concern in India. It is crucial to communicate the safety message to the masses, inspiring empathy and respect for life. The Sadak Suraksha Abhiyan is a pioneering effort in this direction, and SaveLIFE Foundation is proud to support it.”
The ministry of road transport and highways is committed to enhancing road infrastructure, improving road safety education, and promoting responsible driving to make roads safer for everyone. This initiative focuses on raising awareness about responsible two-wheeler driving, helmet usage, and the Good Samaritan Law, with special emphasis on two-wheeler users, who accounted for 44.5 per cent of total road fatalities in 2022.
''A collaborative effort from all stakeholders is imperative to bring about positive change on the roads. As we witness the unfolding of Sadak Suraksha Abhiyan 2024 and raise awareness about empathy, responsible driving, and road safety, let us also pledge to be more patient, respectful, and safe on the roads,'' said Avinash Kaul, chief executive officer - Network 18 (Broadcast) and managing director A+E Networks.
''Road safety is not just about adhering to rules but also about cultivating compassion and transforming attitudes. The Sadak Suraksha Abhiyan 2024 is taking a commendable step in this direction by emphasizing empathy as its central theme. We applaud the efforts of this ambitious initiative and extend our relentless support to this noble cause,'' said Puneet Singhvi, CEO (Digital) & president of corporate strategy-Network 18.
The 4-hour Telethon will feature eminent personalities, including Shri Nitin Gadkari and Bollywood legend Shri Amitabh Bachchan. Leading actors Pankaj Tripathi and R Madhavan are also an integral part of the campaign along with celebrated singer and composer Shri Shankar Mahadevan; Chairperson of the Central Board of Film Certification, Shri Prasoon Joshi; and Author and Philanthropist, Smt. Sudha Murty. The event will also see the launch of the Sadak Suraksha Anthem by Shankar Mahadevan, with lyrics by Shri Prasoon Joshi.
The event will be live-streamed across all digital platforms of CNN News18, enabling audiences to engage with and promote safer, more responsible road behaviour. Watch LIVE on:
