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 (3rd June 2025) under the aegis of 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 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.

Commending this IIT Madras initiative, Shri Mohan Charan Majhi, Hon’ble Chief Minister of Odisha, said, “This is a novel initiative by IIT Madras which aimed at improving road mobility with enhanced safety, while fostering a road safety mindset among the public. ‘Zero Accident Day’ marks a collective pledge for safe commuting and saving lives. It will leave a lasting impact on the people of Odisha, promoting both individual and collective responsibility for road safety.”

Speaking on the occasion, Shri Bibhuti Bhusan Jena, Minister for Commerce & Transport, Steel & Mines, said, “Among all the reasons for road accidents today, the foremost is the lack of values within us to accept and embrace development. There is a lack of education. Based on this, from today, we begin 'Zero Accident Day'. We will go to everyone and spread awareness. To work comprehensively in this field, we also have a partnership with IIT Madras. The observance of Zero Accident Day will be meaningful only when we all accept and follow it."

IIT Madras is planning to organize 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 reels competition, essay writing, photography, short film making competition and cultural activities are also part of ZAD campaign.

Delivering a message to mark the occasion, Prof. V Kamakoti, Director, IIT Madras, said, “At IIT Madras, we are dedicated to solve real life problems that affect our society. Road safety is a critical issue with significant long-term consequences for accident victims and their families. Reducing road crash fatalities is a vital step towards improving the quality of life in India. I'm optimistic that this joint initiative by RBG Labs and the Government of Odisha will bring about positive behavioural change and save precious human lives.”

Elaborating on the programme, Prof. Venkatesh Balasubramanian, Head, RBG Labs and CoERS, Department of Engineering Design, IIT Madras, who has developed this grass roots endeavour as a strategic initiative, said, “Zero Accident Day campaign is a unique convergence of engineering insights, behavioural engineering and community participation. At IIT Madras, we have designed this initiative not just as an awareness drive but as a structured intervention that uses behavioural nudges, inclusive messaging and data driven strategies to reduce road accidents. By involving students, gig workers, LGBTQ+ communities and everyday citizens, we are ensuring that road safety becomes a lived value rather than just a regulation. Our goal is to make every road user ‘Come Home Safe’ as a social norm embedded in daily life.”

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:

O Promote a women-led, behavioural nudge-based approach to reduce road accidents and fatalities.

O Integrate road safety into household conversations and everyday life across Odisha.

O Launch an inclusive Jan Andolan (people’s movement) for safer roads, with activation points across the state targeting all segments of society.

O 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.

Explaining the need for the programme, Shri Amitabh Thakur, IPS, Transport Commissioner, Government of Odisha, said “Every life lost on the road is preventable, and the Zero Accident Day campaign is a decisive move to address this. By shifting the focus from enforcement alone to awareness, behaviour change, and community participation, we are creating a people-first approach to road safety. This programme is about saving lives, building accountability, and making safety a shared value across our state.”


ABOUT RBG LABS

The Rehabilitation Bioengineering Group (RBG Labs) at the Department of Engineering Design at IIT Madras is an interdisciplinary group working on various problems of societal demand to enhance the quality and productivity of people, processes and products.