Bhubaneswar, Odisha : The Odisha Government has announced the launch of the second phase of the Zero Accident Day (ZAD) campaign in Keonjhar under the “Come Home Safe” mission led by Chief Minister Shri Mohan Charan Majhi. Keonjhar, a major accident hotspot, has been identified by the Ministry of Road Transport and Highways (MoRTH) and IIT Madras among the Top 100 Districts for Data-Driven Hyperlocal Interventions (DDHI).
Keonjhar has been identified as one of Odisha’s major accident hotspots and is recognized by the Ministry of Road Transport and Highways (MoRTH) and IIT Madras among the Top 100 Districts for Data-Driven Hyperlocal Interventions (DDHI), emphasizing the urgent need for targeted action.
The ZAD initiative in Bhubaneswar has already shown results, with a decline in accident-related fatalities due to data-driven interventions and active community participation. Building on this success, the government is now extending the campaign to Keonjhar with a comprehensive 14-day decentralized action plan prepared by IIT Madras and RBG Labs.
A high-level strategy meeting, chaired by Principal Secretary Smt. Usha Padhee and Transport Commissioner Shri Amitabh Thakur, included the Collector of Keonjhar, state nodal officers, district administration, and technical experts. The meeting finalized the roadmap, focusing on targeted interventions at accident-prone zones.
The campaign will roll out multiple initiatives, including “Cha Au Charcha” community dialogues, training of Sahayaks and Raahveers as first responders, school awareness sessions, specialized training for industrial and mining drivers, and public awareness campaigns via All India Radio. A Zero Accident Day teaser campaign will also engage citizens, highlighting collective responsibility for road safety.
Principal Secretary Smt. Usha Padhee stressed that sustained behavioral change is essential, particularly in areas with heavy vehicle traffic. Transport Commissioner Shri Amitabh Thakur highlighted the need for coordinated efforts to achieve measurable results. Prof. Venkatesh Balasubramanian of IIT Madras said the ZAD-DDHI approach combines technology, training, and empathy to address road safety comprehensively.
The meeting concluded with all stakeholders pledging to ensure the success of the campaign. The Odisha Government expects these data-driven, community-focused initiatives to significantly reduce accidents and fatalities, reinforcing its mission to make roads safer for all citizens under the Come Home Safe initiative.
