Partnering for Road Safety - India

Case study

Partnering for Road Safety - India

Diageo continues to collaborate with various governments, educators and law enforcement officials to reduce the incidence of drink driving. India accounts for over a tenth of global road accident fatalities – consequently the country with the highest number of road accidents. In support of the Sustainable Development Goal 3.6 on halving the number of global deaths and injuries from road traffic accidents by 2020, Diageo India launched the Road to Safety campaign to focus on the issue of drink driving. The objective of the campaign is to help curb the incidence of drink driving through enhanced enforcement of the laws and an increased awareness of road safety. In partnership with the Institute of Road Traffic Education and supported by the Union Ministry of Road Transport & Highways, traffic police officials were taken through a capacity building workshop to enhance enforcement. The workshop covered issues ranging from alcohol testing, dealing with drivers who exceed Blood Alcohol Content (BAC) levels to laws on drink driving. As of April 2018, fifteen states have run the workshop with over 4024 traffic wardens and 5,884 commercial drivers trained.

The focus on enforcement was complimented with a media-led awareness programme in partnership with NDTV (both online and TV) and Hindustani Times (a local newspaper), to educate consumers on the dangers of drink driving and to encourage citizens to take the pledge ‘Never to Drink and Drive.’ More than 3million pledges have been received so far.

To strengthen road safety awareness among the youth, Diageo also partnered with the India Institute of Technology to run an outreach programme targeted at 250 colleges. To encourage to use of innovative technology to prevent drink driving, students were challenged to develop low cost tech solutions such as affordable breathalysers.

“The successful execution of this project as a result of a partnership with various industry bodies is a progressive step forward to ensure safety of our people by upgrading our own internal capacity. We are confident we will soon see a reduction in road traffic accidents in the State of Odisha.”

Mr. Aditya Prasad Padhi

Chief Secretary to the Government of Odisha

Diageo India’s Road to Safety campaign was awarded the CSR Campaign of the Year on Road Safety at the 2017 CSR Excellence Awards.