IIT Madras launches road safety campaign in Odisha

The Indian Institute of Technology Madras has launched a 23-day road safety campaign to improve awareness among drivers in Odisha. 

The Rehabilitation Bioengineering Group (RBG Labs) at the Department of Engineering Design at the institute has launched a women-led ‘zero accident day’ campaign, with the aim of bringing about behavioural change to reduce road accidents and promote responsible driving. 

Since men account for over 80% of road fatalities in the country the project envisaged roping women to lead the campaign and ensure the men returned home safe.

The project was launched on Tuesday by chief minister Mohan Charan Majhi in Bhubaneshwar. Mr. Majhi lauded the initiative: “It will leave a lasting impact on the people of Odisha, promoting individual and collective responsibility for road safety,” he said.

There will be literary and social activities such as reels competition, essay writing, photography, short film making and cultural activities to drive the campaign.

Head of RBG Labs Venkatesh Balasubramanian said the campaign was a unique convergence of engineering insights, behavioural engineering and community participation. 

Published - June 04, 2025 11:31 pm IST