Bhubaneswar, 22 August (H.S.): In a strategic move to enhance road safety across the state, the Government of Odisha has announced the extension of its successful Zero Accident Day (ZAD) campaign to Keonjhar district. This initiative is part of the broader “Come Home Safe” mission championed by Hon’ble Chief Minister Shri Mohan Charan Majhi. Recognized as one of Odisha’s major accident hotspots, Keonjhar has also been identified by the Ministry of Road Transport and Highways (MoRTH) and IIT Madras among the Top 100 Districts for Data-Driven Hyperlocal Interventions (DDHI), highlighting the critical need for focused safety measures.
Following encouraging results in Bhubaneswar—where accident fatalities have declined due to data-driven interventions and community engagement—the government is now implementing a comprehensive and targeted action plan in Keonjhar. A high-level strategy meeting was held recently under the chairmanship of Principal Secretary Smt. Usha Padhee and Transport Commissioner Amitabh Thakur, with participation from the Keonjhar Collector, state nodal officers, district officials, and technical experts from RBG Labs, IIT Madras, the Department’s technical consultant.
At the meeting, IIT Madras presented a 14-day decentralized, data-driven ZAD action plan, focusing on targeted interventions in accident-prone areas within the district. The campaign will roll out multi-layered initiatives at block and village levels, including community dialogues titled “Cha Au Charcha” near high-risk zones, training of local Sahayaks and Raahveers as first responders, road safety awareness sessions for school children to cultivate future safe drivers, specialized training programs for drivers in mining and industrial sectors, and public outreach through All India Radio programs.
In addition, a teaser campaign on Zero Accident Day will soon be launched in Keonjhar to sensitize citizens about road safety as a collective responsibility and emphasize the importance of the initiative.
Principal Secretary Smt. Usha Padhee remarked, “The positive impact of Zero Accident Day in Bhubaneswar reflects the campaign’s potential to transform road safety. Given Keonjhar’s heavy motor vehicle traffic, it is imperative to focus on sustained behavioural change through awareness and community involvement. Road safety is a shared responsibility, and success depends on the active participation of all stakeholders.”
Transport Commissioner Shri Amitabh Thakur highlighted the urgency of the campaign, noting, “Keonjhar records a disproportionately high number of accidents. With targeted measures and coordinated efforts, the government is committed to achieving significant reductions in road mishaps.”
Adding a technical perspective, Prof. Venkatesh Balasubramanian of RBG Labs, IIT Madras, emphasized the integrated ZAD-DDHI approach, which combines technology, training, and empathy to comprehensively tackle road safety challenges. He expressed confidence that Keonjhar’s initiative would serve as a model for other districts.
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Hindusthan Samachar / Monalisa Panda
