SBI General supports pedestrians via road safety campaign
SBI General Insurance, a JV between the State Bank of India and Insurance Australia Group (IAG) has launched a national road safety campaign called 'Right to Walk'. The initiative aims at bringing about a behavioural change in drivers, and sensitise them to recognise the rights of the pedestrians who are the primary victims of road accidents. The campaign is targeted at young drivers - especially youth from colleges across the country. Massive outdoor promotions are planned in Mumbai, Delhi, Baroda, Bengaluru and Ahmedabad.
The awareness campaigns will also feature a digital angle as SBI General has tied up with Shamiana, a popular short film club. A national contest is being introduced to participate in producing short filma on road safety measures. Ministry of Road Transport and Highways has reported that more than 1.5 lakh people were killed in road accidents during 2011, and the numbers keep on increasing. A recent report published by WHD says in India over 40 per cent affected because of road accidents are road users (pedestrians), and around 30 per cent are bikers.
In collaboration with Shamiana, SBI General is conducting a month long campaign across the country targeting colleges, film institutes, and short film clubs to participate in the contest, besides using the power of social networks. Besides, SBI General has also created a YouTube video and is encouraging people to send 5-minute short films promoting road safety and well-being of pedestrians.
B J Sarma, MD and CEO, SBI General said, "Being a responsible corporate, it is our duty to think and act for the welfare of the citizens of this country. We strongly believe in contributing in our own way for the cause of making this country safer and secure. We believe a moving picture is louder than thousand spoken words and an impactful medium to engage many minds to think towards one direction, towards a safer nation. The contest is an opportunity to interact with the youth and a platform to express their ideas in an innovative way towards the Road Safety." The initiative strategically complements the business of SBI General Insurance and the company plans to sustain it in various forms.
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