Road to Safety: bringing people together, leading the way

Case study

Making the roads safe in India is a huge priority - but it isn't simple. India has a higher toll of fatal road accidents than any other country, and addressing the problem requires a sophisticated, holistic approach that brings many people and agencies together.

We believe our ‘Road to Safety’ programme, which has been running since 2014, is an example of how governments, the media, NGOs and law enforcement officials, among others, can work together to reduce the incidence of drink driving.

Our work includes building the capacity of enforcement agencies, distributing high-quality breath alcohol analysers and training drivers of commercial vehicles.

Through television ads, radio promotions, digital and on-ground activation, and celebrity messages, we've reached 41 million people with messages on road safety - and by working with the Institute of Road Traffic Education, we've trained more than 13,000 traffic police and law enforcement officials. We have also helped train more than 5,000 commercial drivers in defensive driving techniques. A further 1.2 million people have signed pledges never to drink and drive.

Our work supports the UN's Sustainable Development Goal 3.6, which aims to halve the number of global deaths and injuries from road traffic accidents by 2020. We believe it is also an example of a scalable, repeatable initiative. We've expanded its scope each year since 2014, and we have now brought the programme to 63 cities in 20 Indian states.