Kochi, Nov 4 : Kerala is set to launch a major road safety campaign with popular actor Mammootty as its brand ambassador. The initiative aims to reduce road accident deaths through public awareness, stricter traffic rule enforcement and active community participation.
The Kerala Road Safety Mission will be officially launched on November 15 at 11 AM at Town Hall, Transport Minister C P John announced on Wednesday.
According to the minister, around 3,700 people lose their lives in road accidents in Kerala every year. The new mission aims to bring this number down by encouraging responsible road behaviour and improving traffic safety across the state.
Mammootty to Promote Road Safety Awareness
Mammootty will serve as the brand ambassador of the campaign. His association is expected to help spread road safety awareness among people across different age groups.
The campaign will follow the concept of ‘Enlighten and Enforce’, focusing on educating the public about traffic safety while ensuring strict implementation of road rules.
The government aims to make road safety a shared responsibility involving everyone, from schoolchildren to senior citizens, rather than leaving it only to the police and transport departments.
Chief Minister to Head Kerala Road Safety Mission
Chief Minister V D Satheesan will lead the mission, while Transport Minister C P John will serve as its co-chairperson. Ministers from eight departments will also participate in the initiative.
The programme will be implemented at district and local self-government levels. Safe driving clubs will be established to encourage responsible driving habits and improve public participation.
Special Focus on Accident-Prone Areas
Identifying and improving accident-prone locations, commonly known as black spots, will be a major priority of the Kerala Road Safety Mission.
The government plans to introduce several safety measures, including:
- Improving road infrastructure at accident-prone locations.
- Installing and upgrading road signs.
- Widening zebra crossings for pedestrian safety.
- Creating special road safety zones near schools and hospitals.
- Improving traffic arrangements near places of worship.
These measures are intended to reduce accidents and provide safer road conditions for both pedestrians and motorists.
Road Safety to Become Part of School Curriculum
The Kerala government is also planning to introduce road safety education into the school curriculum. The objective is to teach children about traffic rules and safe road practices from an early age.
The initiative will help develop responsible road-use habits among future generations.
Website and Mobile App for Public Suggestions
As part of the campaign, people will be able to share their suggestions and ideas through a dedicated website and mobile application.
The government will also seek support from film actors, writers, musicians and other public figures to take the road safety message to a wider audience.
Government Seeks Public Participation
Transport Minister C P John appealed to the media, voluntary organisations, political parties, religious and community groups, and youth, student and women’s organisations to support the campaign.
With around 3,700 road accident deaths reported annually, the Kerala Road Safety Mission aims to bring a significant change in public attitudes towards road safety.
The government hopes that a combination of awareness programmes, improved road infrastructure and strict action against traffic rule violations will help save lives and make Kerala’s roads safer.
