A unique campaign, “Steer to Safety” to create awareness on road safety in school children was launched with the coming together of various organizations, with the support of PVR Nest, the CSR arm of PVR and Michelin Tyres on 24 September 2013. The event was held at the plush PVR Plaza at Connaught Place, New Delhi. The event started with a musical that portrayed how dreams are shattered and lives devastated due to road accidents.
An exclusive video created for the campaign by the students under the able guidance of creative directors was released and it will be played at all PVR halls to carry the message of road safety. Accident survivors shared their experiences of how a few seconds can change their lives dramatically and leave an irreplaceable void. Celebrities such as Vivek Oberoi, Lara Dutta, Nagesh Kukunoor and Minister of State for IT and Communications, Milind Deora joined the campaign through a video message.
The campaign aims to reach over one lakh students from hundred schools across New Delhi to sensitize them on road safety issues and schools are encouraged to develop clubs around such activities. Medium of reaching out to children range from street plays, interactive workshops, impact measurements, social media plans, film making and a host of others.Speaking at the event, Union Minister for HRD, Dr Shashi Tharoor said that India has high number of road fatalities and there was a strong need to reduce it by creating awareness. Tools such as social media should also be tapped in this regard, which The Delhi Traffic Police has managed to do so successfully to disseminate information.
A host of NGOs and organizations are supporting the campaign in various capacities. Some of them are the French Embassy in India, Sakshi, Volunteer Now, PVR Cinemas, Samarthyam, Prabhaav Foundation, Save Life, Social Cops, Plan India, IRF, Purani Dili Talkies.
Clean Air Asia is playing the role of a knowledge partner and has held mapping exercises, talks on walkability, best practices impressing young minds on the importance of walkability. The volunteers will then take the message forward to the schools and help set up a schedule of activities.