Chief Minister Mohan Charan Majhi is set to inaugurate the “Zero Accident Day” (ZAD) campaign in Keonjhar district tomorrow, marking a significant expansion of Odisha’s acclaimed road safety initiative.
The campaign, part of the state’s broader “Come Home Safe” vision, aims to drastically reduce road mishaps through education, enforcement, and community engagement.
Keonjhar, identified as one of the most accident-prone regions in the state, will host a 14-day behavioural nudge-based movement. The campaign will integrate workshops, awareness drives, and data-driven enforcement strategies, supported by RBG Labs at IIT Madras.
The initiative builds on the success of the ZAD pilot in Bhubaneswar, which saw a measurable drop in accidents and increased public awareness. In Keonjhar, local volunteers, students, and leaders will act as Road Safety Ambassadors, conducting street plays, public interactions, and digital outreach to promote safe driving habits.
Transport Commissioner Amitabh Thakur emphasized the importance of replicating Bhubaneswar’s success, stating, “Behavioural change is possible when government, citizens, and academia come together. Keonjhar must now set a model for the entire state”.
The launch event will be held at the Keonjhar Collectorate, followed by a series of activities involving schools, colleges, and civic bodies. Enforcement will focus on violations like speeding, helmetless riding, and drunk driving—with counseling prioritized over punishment.
