Student

10 May, 2018 |Facebook |Twitter |Email |


Integralites bolstering up the U.P Road Safety Campaign “Curbing Irresponsible Consumption Initiative”.

India has the second largest road network across the world at 5.4 million km. This road network transports more than 60 percent of all goods in the country and 85 percent of India’s total passenger traffic.[1] Unfortunately, Statistics also reveal the appalling state of road safety in the country. India has the highest number of road deaths across the globe. It is estimated that 1.5 percent of road traffic accidents and 4.6 percent of fatalities are attributive to drunken driving. The United Nations mentions that India suffers a loss of $58 billion annually due to accidents.[2]

In its Endeavour to spread awareness around Road Safety, the Uttar Pradesh government inaugurated the UP Road Safety Campaign under the Curb Irresponsible Consumption program in collaboration with the International Spirits and Wines Association of India (ISWAI) and Diageo India.

The initiative was introduced in the presence of state excise and prohibition minister Jai Pratap Singh, state principal secretary social welfare Manoj Kumar, state director general of Police Om Prakash Singh, along with Amrit Kiran Singh, Executive Chairman, ISWAI and Jagbir Singh, Chief Operating Officer (North), Diageo India.

Youngsters play a crucial role in the awareness and implementation of various campaigns by the Indian Government. The U.P Government thus stressed the importance of involving bright students in their “Curbing Irresponsible Consumption Initiative”, for better results and making it reach the masses in the most effective ways. Integralites were a part of the U.P Road Safety Campaign “Curbing Irresponsible Consumption Initiative” inauguration, under the Excise Department, Government of Uttar Pradesh on May 9, at Vivanta By Taj, Lucknow.


With an aim to curb irresponsible consumption of alcohol and raise awareness for road safety issues in the state, the high-visibility 3-months campaign initiated by the U.P government includes a holistic mix of outdoor hoardings, public service announcements and activities on Radio and a capacity building training programme in Lucknow and neighboring areas for the Police and Traffic officials in the state.

The U.P Government has directed police and transport officials to ensure strict implementation of road safety rules. These include the mandatory wearing of helmets and seat belts, regular checking of school vans, and creating awareness about traffic rules.

Speaking about the initiative, state excise minister Jai Pratap Singh, said, “Curbing irresponsible consumption and enhancing road safety are top priorities for the U.P Government. The ministry has designed the Pradesh’s Road Safety Campaign, a multi-pronged programme to address the issue of road safety in the state. Initiatives like these further strengthen our mission for safer roads. “I would also urge every Indian citizen to abide by traffic rules and to Never Drink and Drive”, appealed the minister.



Integralites Zeeshan, Upendra Pratap, Abeeha and Sadia representing the young minds of the nation interacted with the officials at the event and presented ways to curb the irresponsible attitude of the drivers. “The aim through this initiative is to bring a definitive behavioral change in people, and we students can surely mold our parents and peers mind towards safety,” said an optimistic Zeeshan, student Final Year, Computer Science & Engineering, Integral. “The efforts of the Uttar Pradesh Government and its Police force, for undertaking a road safety campaign in the state are highly appreciated and as educated individuals, it’s our responsibility to step up and assist them” voiced Sadia. The students believe that it is only through consistent and collaborative efforts, more people will be encouraged to abide by the road safety rules.