Odisha Doubles Down on Road Safety with Keonjhar ZAD Rollout
In a bold move to curb road accidents and promote safer driving practices, the Government of Odisha has extended its successful Zero Accident Day (ZAD) campaign to Keonjhar district.
Spearheaded by the Commerce and Transport Department in collaboration with RBG Labs at IIT Madras, the initiative aligns with Chief Minister Mohan Charan Majhi’s transformative “Come Home Safe” vision.
Keonjhar, identified as a high-risk zone for road mishaps, will host a 14-day behavioural nudge-based campaign aimed at instilling long-term safety habits. The campaign builds on the Bhubaneswar pilot, which saw a measurable drop in accidents and heightened public awareness.
The strategy meeting, chaired by Transport Commissioner Amitabh Thakur, IPS, brought together senior officials, including District Magistrate Vishal Singh, IAS, and the Superintendent of Police.
IIT Madras will provide technical insights using eDAR data to identify blackspots, peak accident hours, and violation trends.
The campaign’s multi-pronged approach includes:
- IEC drives and workshops in schools and colleges
- Social media outreach and community engagement
- Road Safety Ambassadors conducting plays and street campaigns
- Data-driven enforcement focusing on counselling over punishment
By integrating behavioural science, community participation, and data analytics, Odisha aims to set a national benchmark in road safety.
The initiative is not just about achieving a single accident-free day—it’s about fostering a culture of dignity, responsibility, and safety on the roads, in line with the state’s long-term Vikshit Odisha 2047 vision.
