ICICI Lombard’s ‘Ride to Safety’ programme is aimed to pursue behavioural change among two-wheeler riders by raising nation-wide awareness about the rules on road safety. The programme specifically reaches out to SEC B, C and D families (lower-middle class and economically weaker sections), who were particularly vulnerable to road accidents. It is a unique program which aims at improving the road safety scenario for children. Through this initiative we focus on children with the idea of developing a sustainable community for long-term impact. By making the child the hero, through this program we target a behavioural change among children and their parents by conducting customized workshops for each audience. Furthermore, we work towards ensuring tangible change by distributing ISI-marked child helmets to children and parents who ride two-wheelers as pillion riders.
During FY2023, over 1300 workshops were conducted across 12 cities. Over 1,50,000 parents and children were made aware of road safety habits and the need for children to wear helmet as pillion riders on two-wheelers. To facilitate a behavioural change, the Company distributed total of 1,29,000 specially designed ISI marked helmets to the children and their parents, thereby facilitating the use of protective gear by the entire family and helping improve utilization of helmets. The program was conducted in the locations of Mumbai, Delhi, Pune, Ahmedabad, Chennai, Nagpur, Bengaluru, Kolkata, Hyderabad, Ludhiana, Patna and Agartala. In addition to this, following activities were also conducted under Ride to Safety –
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Awareness Rallies: The Company conducted awareness rallies in collaboration with the city traffic police in Ahmedabad, Bangalore, Agartala, Patna and Ludhiana. During the program, awareness was created on the importance of wearing the helmets by bike riders, fastening of seat belts by the occupants of vehicles, avoiding maneuvering the vehicle under the influence of alcohol etc.
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Helmets to Police Personnel: The Company provided helmets to around 500 traffic police personnel in each of the cities where the program was conducted, in order to serve the purpose of ensuring road safety of the on-ground law enforcers.
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Caution Signboards and Reflective Stickers: The Company also installed Speed Limit Caution signboards covering a distance of approx.140 km in Orissa. The activity was conducted along with Traffic Police Department of Orissa and National Highway Authorities of India (NHAI). Further, the Company distributed reflective stickers to Commercial Vehicles and Tractors across multiple locations. This exercise was aimed at reducing night accidents on roads causing danger to the life of citizens.