Brake The Habit: Wrong Side, Wrong Choice – Break the Vice, Think Twice

According to Nitin Gadkari, 45% of road accidents in India involve two-wheelers. This highlights the vulnerability of two-wheeler riders and the need for increased awareness regarding safety measures such as helmet usage. In 2022, two-wheeler accidents accounted for a significant number of fatalities, underscoring the importance of road safety campaigns like 'Brake The Habit'.

The 'Brake The Habit' campaign focuses on changing driver behavior by promoting responsible driving through public engagement and educational activities. It employs a 360-degree strategy that includes print, digital content, and on-ground initiatives to raise awareness. The campaign particularly targets young and first-time drivers to instill safer driving habits from an early age.

Helmet usage is crucial in preventing fatalities among two-wheeler riders. Studies show that wearing a helmet can reduce the risk of death by 42% and the risk of head injuries by 69%. Given that two-wheeler accidents are a leading cause of road fatalities in India, promoting helmet usage is a key focus of road safety initiatives.

Common causes of road accidents in India include reckless practices such as overspeeding, drunk driving, and distracted driving, particularly from mobile phone usage. The Ministry of Road Transport and Highways reports that these behaviors contribute significantly to the high number of annual accidents, highlighting the need for awareness campaigns like 'Brake The Habit'.

The 'Brake The Habit' campaign plans to engage with the community through various initiatives, including running polls, inviting viewer opinions, and creating thought-provoking content across digital and broadcast platforms. It also involves on-ground activities and collaborations with educational institutions to promote responsible driving among young drivers.