Odisha CM Launches Women-Led Road Safety Drive at IIT Madras

Hon’ble Odisha Chief Minister Shri Mohan Charan Majhi launched a comprehensive road safety campaign called ‘Zero Accident Day’ developed by RBG Labs at IIT Madras, which places common citizens in the driver’s seat of road safety.

Launched on Tuesday (3 June, 2025) under the aegis of the Commerce and Transport Department, Government of Odisha, this 23-day ZAD campaign aims to sensitise road users in Bhubaneswar to safe driving practices and foster a culture of shared responsibility on the roads.

The campaign was formally flagged off by the Hon’ble Chief Minister, Shri Mohan Charan Majhi at Loka Seva Bhavan, Bhubaneshwar, in the presence of key dignitaries from the state. With men accounting for over 80% of road fatalities in India, it is strategic that women lead the campaign and ensure male counterparts to follow safe practices and most importantly - come home safe.

IIT Madras is planning to organise various activation events with LGBTQ+, gig workers, including delivery partners, college students, software professionals and with all the other common citizens in Bhubaneswar. Road Safety Awareness through literary and social activities like reel competition, essay writing, photography, short film making competition and cultural activities are also part of the ZAD campaign.

The Zero Accident Day campaign also incentivises safe road behaviour while penalising unsafe practices through its planned Zero Tolerance Days. They focus on strict, data-driven enforcement, distribution of safety materials, and direct engagement with citizens to encourage adherence to traffic laws and promote a culture of responsible road use.

The key takeaways of this programme include:

• Promote a women-led, behavioural nudge-based approach to reduce road accidents and fatalities.
• Integrate road safety into household conversations and everyday life across Odisha.
• Launch an inclusive Jan Andolan (people’s movement) for safer roads, with activation points across the state targeting all segments of society.
• Align with the broader IEC (Information, Education, and Communication) strategy of IIT Madras to nurture the next generation of safe and responsible drivers in Odisha.