Bhubaneswar/Chennai: Odisha Chief Minister Mohan Charan Majhi on Tuesday launched the 'Zero Accident Day' (ZAD) campaign developed by IIT Madras' RBG Labs, aiming to curb road fatalities through a women-led, behaviour-based approach.

Initiated under the aegis of the State Commerce and Transport Department, the 23-day awareness campaign seeks to instil safe driving practices among road users in Bhubaneswar and foster collective responsibility. The initiative is strategically led by women to influence male road users, who account for over 80% of road fatalities in India.

“This novel initiative by IIT Madras promotes a road safety mindset and improved mobility. 'Zero Accident Day' is a collective pledge to save lives and ensure responsible commuting,” said CM Majhi, flagging off the campaign at Loka Seva Bhavan.

Transport Minister Bibhuti Bhusan Jena underlined the need for value-based awareness, stating, “Beyond infrastructure, we need a cultural change. With IIT Madras' partnership, we will reach every citizen to spread the message.”

The campaign will engage diverse community groups, including LGBTQ+ individuals, gig workers, students, and tech professionals, through events such as short film contests, essay competitions, and cultural programmes.

Prof. V Kamakoti, Director, IIT Madras, said the initiative addresses a critical societal issue. “Reducing road fatalities improves the quality of life. This collaboration with Odisha is a step towards real change.”

Prof. Venkatesh Balasubramanian of RBG Labs called the campaign “a convergence of behavioural engineering and community action,” aiming to embed road safety as a daily norm.

Transport Commissioner Amitabh Thakur added, “This people-first campaign focuses on awareness and behaviour, not just enforcement, to prevent every avoidable death.”

ZAD also features 'Zero Tolerance Days' for strict enforcement and community engagement to promote law-abiding behaviour.