Steer to Safety Program
Sakshi has successfully implemented a comprehensive road safety awareness program across schools and colleges in India, in collaboration with the PVR Foundation and supported by Michelin Tyres. This initiative has been instrumental in fostering a culture of responsible road behavior among students, teachers, parents, and the broader community. We are now poised to expand this project to rural areas near upcoming highways, enhancing road safety awareness in these regions.
“The future of the safety movement is not so much dependent upon the invention of safety devices as on the improvement of methods of educating people to the ideal of caution and safety.”
~ Walter Dill Scott
The Steer to Safety Program
The Steer to Safety program is India's largest road safety campaign for schools, leveraging experiential learning and innovative cinema-based mediums to sensitize school children. Over the years, it has evolved from awareness to education, influencing young minds to practice safe road behavior.
The program includes a robust ground activation mechanism, encompassing workshops, road safety clubs, and social media campaigns. From Steer to Safety v1, with the theme "Road Safety begins with me!", to Steer to Safety v2, focusing on "10 Golden Rules of Safety", the initiative has expanded across multiple dimensions.
The program has been supported by leading industry partners, including Michelin India, Renault India, Tata Motors, Total Oil India, and the Bajaj Group, reinforcing its mission to instill road safety habits among school children.
3,00,000+
Students Reached
80 Million
PVR Patrons Reached
43
Cities Covered
200
Road Safety Clubs formed
Engagement Strategies
Workshops and Trainings: Conducted extensive workshops and training sessions to educate stakeholders about road safety practices. This included Training the Trainer programs for content carriers from RoSES.
Stakeholder Conventions: Organized conventions to align stakeholders and ensure collective action towards road safety.
Social Arts, Films, and Songs: Utilized creative mediums like films, songs, and art to convey road safety messages effectively.
Module Development: Created comprehensive modules, flipbooks, and IEC materials tailored for different age groups. These modules were designed to improve student understanding of safe and unsafe road behaviors.
Way Forward
As India continues to develop its highway infrastructure, it is crucial to extend our road safety awareness initiative to rural areas within an 8-kilometer radius of these highways.
Rural Outreach
Tailor programs to suit rural contexts, addressing specific challenges faced by these communities.
Community Involvement
Engage local leaders and community members in the design and implementation of the program.
Innovative Tools
Develop region-specific materials and strategies, incorporating local languages and cultural nuances. Enhance our outreach through innovative IEC Material including songs and films.
India recorded an estimated 180,000 road accident deaths in 2024, with pedestrians and two-wheeler riders being the most vulnerable groups.
Two-wheeler riders and pedestrians accounted for 70% of fatalities due to unsafe road usage and lack of protective measures.
Poor road design, potholes, inadequate pedestrian facilities, and lack of proper signage contribute significantly to accidents.
Over-speeding, reckless driving, and drunk driving are leading causes of road crashes.
