To enhance road safety under the “Come Home Safe” vision of Chief Minister Mohan Charan Majhi, the Government of Odisha has announced the expansion of its Zero Accident Day (ZAD) campaign to Keonjhar district.
Spearheaded by the Commerce & Transport Department, this second phase aims to replicate the success of Bhubaneswar’s pilot initiative, which has already shown a decline in accident fatalities through data-backed planning and public participation.
Keonjhar, identified as one of Odisha’s major accident hotspots, has been listed among the Top 100 Districts for Data-Driven Hyperlocal Interventions (DDHI) by the Ministry of Road Transport and Highways (MoRTH) and IIT Madras. This recognition underscores the urgency of targeted action in the region.
A high-level strategy meeting chaired by Principal Secretary Smt. Usha Padhee and Transport Commissioner Shri Amitabh Thakur, along with the Keonjhar Collector and technical experts from RBG Labs, IIT Madras, finalised a 14-day decentralised action plan. The roadmap focuses on hyperlocal interventions at accident-prone zones, combining technology, training, and community outreach.
Key components of the campaign include:
- “Cha Au Charcha” community dialogues near high-risk areas
- Training of Sahayaks and Raahveers as first responders
- Road safety awareness sessions for school children
- Specialised training for drivers in the mining and industrial sectors
- Public messaging via All India Radio and teaser campaigns
Principal Secretary Padhee emphasised the need for behavioural change, especially in districts with heavy motor vehicle traffic. “Road safety is a shared responsibility. The success of this campaign depends on sustained awareness and collective commitment,” she said.
Transport Commissioner Thakur noted Keonjhar’s disproportionately high accident rate and reaffirmed the Government’s resolve to make a measurable impact through coordinated efforts.
Prof. Venkatesh Balasubramanian of IIT Madras added that the ZAD-DDHI model integrates empathy with engineering, making it a replicable framework for other regions.
The meeting concluded with a joint pledge by all stakeholders to ensure the campaign’s success. The Odisha Government expects this initiative to significantly reduce road accidents and fatalities, reinforcing its mission to make every journey safer under the “Come Home Safe” movement.
