Transport Corporation of India Limited (TCI) has grown its campaign on road safety awareness by introducing TCI Safe Safar Junior, a campaign targeted towards children aiming to educate them about responsible road behaviour. The programme is complemented by a #RoadSafetyHaiCoolFollowTheRule campaign for interactive and storytelling-based communications that engage young learners in road safety education.

The project is part of a broader effort to promote road safety awareness in India, where the younger generation is growing up, and it aims to build awareness and understanding of the importance of road safety. By promoting safe driving practices from a young age, TCI hopes to teach the people safe driving habits through road safety education, school road safety programme, child road safety awareness, road safety campaign India, and traffic safety for students.

Digital Campaign highlights Interactive Learning.

By going digital-first to reach children with creative and age-appropriate educational content, the newly launched #RoadSafetyHaiCoolFollowTheRule campaign aims to engage the younger generation.The #RoadSafetyHaiCoolFollowTheRule campaign takes a digital-first strategy to engage children through creative and age-appropriate educational resources. The campaign will include storytelling videos, interactive learning modules and digital material that help to teach road safety laws in an easy and entertaining way, according to the company.

Another important element of the campaign is the adoption of well-known stories and characters that help to make complex safety concepts easier to understand. Through a fun way of conveying road safety messages, the project aims to make children more aware of road safety rules and to motivate them to act responsibly as pedestrians, cyclists and future road users.

The campaign aims to inform children, but also to promote family and community discussions around road safety. The programme aims to help to promote behavioural change and awareness in the long-term through introducing these concepts in the early years.

School Outreach is spreading throughout the country.

TCI Safe Safar Junior is part of the company's ongoing drive to raise awareness of road safety, traditionally offered to drivers, transport workers and communities along highways. Its extension to schools aims to embed road safety education into the life of children.

The company said the school outreach programme has already found a strong foothold throughout the country. In the educational institutions, since its engagement, TCI Safe Safar Junior has been able to reach the walls of more than 157 educational institutions and organised over 172 awareness programmes in which nearly 24,000 students and close to 2,000 teachers participated.

These sessions include conversations about safe driving habits, the meaning of traffic signs, safe pedestrian habits and the value of abiding by traffic rules. Teachers are also engaged in the reinforcement of the lessons, contributing to the development of the collaborative method of educating about road safety in schools.

Leadership Highlights Importance of Early Awareness

Rajkiran Kanagala, President and Chief Business Officer of TCI Group said that it is better to sensitize children about road safety at an early age as it can create a lasting impact on their behaviour.

TCI Safe Safar Junior is developed to provide children with the knowledge and confidence on being responsible road users, said him. The programme aims to promote safe behaviours throughout life in children, which they will then share with their families and communities through educational content, interesting stories and child-friendly communication strategies.

The company thinks that schools are a good place to raise awareness about behaviour change, as children can learn about awareness in their younger years and take it into adulthood.

Building on the TCI Safe Safar Programme

TCI Safe Safar was first introduced in 2019 as the flagship initiative of the company related to road safety. From its very inception the programme has been conducting awareness drives, awareness workshops, involving stakeholders and engagement in community awareness drives related to better road safety practices in India.

In the last few years, the programme has covered a distance of over 80,000 km across the country and impacted more than 12 lakh people through different awareness campaigns. The programme has been on educating the commercial drivers, transport professionals, local communities and other road users on responsible driving and traffic safety.

In a step to this, TCI Safe Safar Junior has been introduced to address the need to start improving long term road safety with awareness at an early age of children.

Plans for wider engagement in the future.

The roll out of #RoadSafetyHaiCoolFollowTheRule is the first step in a wider campaign to build awareness of road safety for children, the company said. In the coming months, more educational materials, as well as school engagement programmes and awareness campaigns are expected to be added in the programme to further reach its target audience.

TCI uses a blended approach, integrating classroom instruction, digital content and community involvement, to ensure that road safety education becomes an everyday experience for children. The move is in line with the trend towards focusing on preventive education and aims to promote responsible road use among the youth while also raising awareness about traffic safety among the general public in India.