The Road Safety Week kicked off by CEAT ltd. began on 10th January 2015 with Nation Wide Road Safety Drive initiative for spreading awareness on the importance of adopting safety measures for making India's roads safer. The initiative indeed proved to be successful to a great extent, and this time around to take the initiative to next level, CEAT has reportedly engaged about 500 children aged between 5-10 years of age in Mumbai for their latest campaign titled ‘DRIVE SAFE DAD’. The move is indeed expected to pass on the safety message to their parents. The sessions were held at KidZania Mumbai, popular indoor theme park built for children.
Apart from imparting the need to safety among kids in a fun way, the company has also recorded safety messages from the kids to be relayed to their respective parents, which indeed makes it more effective as it is hard to be missed for the parents. The campaign also included sessions stating right use of honking, importance of using zebra crossings, slow driving near schools and colleges, wearing seat belts and helmets; as some of the critical measures in road safety.
Speaking on individual experiences, Kunal, Class III student who attended the event said, “I have seen many of my friend’s parents talking on phone while driving. Today I learnt that talking on phone while driving can be dangerous as it can lead to accidents. Now, I will definitely convey this to my friend’s parents to not speak on their mobile phone while driving.” Another kid at the event, 7-year old Dhurmi said, “I have seen my father riding his bike really fast and he was not wearing a helmet. So I have recorded a message today that will be sent to him, asking for a promise that he will wear his helmet daily while going to work every day.”
Speaking more on the new initiative, Mr. Nitish Bajaj, Vice President- Marketing, CEAT Ltd. said, “CEAT always believed in the importance of road safety. During this year’s Road Safety Week, we have decided to engage with the kids because we wanted to catch them young; also these messages shared with their fathers on their mobile phones making it difficult for them to ignore it and are bound to have a greater impact. We hope to create awareness through such initiatives to ensure safer roads for everyone.”
