Preventing road safety injuries takes awareness among stakeholders. This presentation shares the context and how people can support this cause.

1. The Silent TsunamiHow you can help make a difference Friends For Life, its work and collaboration opportunities 2005

2. The Presentation Covers The Silent Tsunami Friends For Life The work The recognition Current projects Be a Lifeguard Contact

3. The Making of a Silent Tsunami Worldwide, the number of people killed in road traffic crashes each year is estimated at almost 1.2 million, while the number injured could be as high as 50 million – the combined population of five of the world’s large cities.

4. Source: WHO world report on Road Safety & Injury Prevention

7. Ground Reality LICs’ scenario Poor road conditions – lighting, potholes, unmarked speed breakers, Man made obstacles – multi-type vehicles, cattle/dogs. Encroachment of roads – hawkers, infrastructure deficiencies. Low support from govt./police bodies – focus on policies, not on enforcement/awareness.

8. City of Bangalore as an Example Unprecedented urbanization Silicon Valley of the East Motorization Changing values of people Population: Over 4 million

9. City of Bangalore as an Example Need to increase helmet wearing to about 40 % and change would occur automatically after that. we live in a city with 12,92,228 two wheelers (double this covering pillions and triple this including children) out of 17,38,929 vehicles as on December 2002 in a population of 4 million adults. We add nearly 500 new, young and inexperienced drivers onto our roads every day.

10. Benefits of Helmet Wearing By introducing helmet law in Karnataka ( it cannot be introduced only for Bangalore as per law), the benefits will be reduction of deaths ( 30 %), reduction of severe head injuries ( 50 %), consequent neurological and psychosocial disabilities ( 50 %), extent of hospitalization ( from an average 7 days in severe brain injuries to 3 days for the same ), economic benefits ( the average cost of maintaining a person with brain injury in NIMHANS is Rs. 1572 per hour) and reduction in incidence of skull fracture ( from 14 % to 4 %). Statistics: National Institute of Mental Health and Neuro-Sciences, Bangalore

11. About Friends For Life Established in 2002 Mission: To build safer, responsible communities Core area: Unintentional road traffic injury prevention Focus on: Communications and Education

12. The Campaigns Online, public interest Leverages the power of the Net - http://civic.websitewelcome.com/~fflonlin/anishhome.htm It is about responsibility About one’s own safety About being concerned about the safety of your friends, family members,colleagues and community. Covers subjects like helmet wearing, road rage, lane discipline, child road safety

13. Current Campaigns World Health Day, ‘Keep your head, wear a helmet’, Road Smart and Road To Safety With Children

14. Posters from the current Road Smart Bangalore Campaign

15. What does it hope to Achieve ? Create awareness Increase interaction Initiate change Make people responsible Develop better standards of communications Bring local administration, policy bodies, police together

16. How are these Campaigns working ? Online: Communi –Kit – downloadable communication material Posters, stickers, logos, wallpapers, SMS text, survey documents, e-mailers and instructions Communications/Human Resources managers can run independent campaigns in their firms. Offline: Road shows, traffic signs, media coverage. Work of mouth. Presentations at corporate houses/education drives – Infosys, Wipro, i2 Tech, i-flex solutions, Thomson Financials

17. Concert at Christ College August 17, 2002 Bangalore Police Commissioner- Sangliana introduces the campaign and the band Christ College management address their students on road sense

18. Concert at Christ College August 17, 2002 Left: The band plays during the helmet tour Right: Rohit Barker of Radiocity advising students on helmet wearing

19. Concert at Christ College August 17, 2002 Rzhude, Bassist, TAAQ “College kids are easily influenced by fads and fashion, and somewhere along the line most kids who ride bikes seem to gotten it into their heads that it’s not cool to wear a helmet. The obvious safety aspect, is sometimes learnt the hard way, as some of us who have lost friends to bike accidents will testify. If we can change this idea in the kids’ heads at the college level, I’m sure it will make a habit of it in later life as well.”

20. Concert at Jyoti Nivas College August 19, 2002 Bruce Lee Mani, Guitarist, TAAQ “As a bike rider myself, I seriously believe a helmet can make a difference even in a small fall off a bike. The cause that Friends for Life is promoting, could make a difference to peoples lives. We certainly think it’s a cause worth supporting by taking the message with our music to college kids, especially.”

21. Concert at Jyoti Nivas College August 19, 2002 Rajeev, Drummer, TAAQ “Alongside enforcing clothing rules I think it makes more sense for colleges to enforce a compulsory helmet rule for all the kids who have two wheelers.”

22. Concert at St.Joseph Arts and Science College August 23, 2002 If you wear a helmet, here are some freebies ! Rohit Barker of Radiocity rewards helmet users at the concert

23. Concert at St.Joseph Arts and Science College August 23, 2002 An introduction to the helmet campaign, some senior doctor advice and then on to some great music

24. Concert at Bishop Cottons November, 2002 Catching them young ! If they are receptive at this age, they will surely wear helmets when they grow up..

25. How is this campaign working ? Joint exercises with Police Departments Traffic signs at important intersections

26. How is this campaign working ? Teams up with like minded organizations/doctors Dr.Gururaj of NIMHANS speaks at one of the venues

27. The Hindu The Times of India

28. The Brief The Indian Express

29. Medical/Traffic experts offer help From: guru Sent: Friday, May 03, 2002 3:35 PM Subject: RE: Helmet campaign Dear Anish, Thanks for your letter. We need large scale awareness programs to save many more people. We also want more people to share their experiences so that others can have benefits from simple technology. Please let me know in whatever ways I can be of help.Thanks. Dr.G.Gururaj Professor & Head Department of Epidemiology National Institute of Mental Health & Neuro Sciences Bangalore - 560029

30. HR/Communications Specialistsare involved From: Cohn, Murray S. Sent: Monday, May 06, 2002 5:12 PM Cc: Murr, Thomas W. Subject: RE: Helmet campaign You are welcome to use anything on CPSC's web site (www.cpsc.gov) as a resource. We are extremely appreciative of all efforts to stress the importance of wearing bike helmets, so that injury and death can be prevented as in situations such as yours. Thank you for taking the time to help spread the word about safe biking!

31. HR/Communications Specialistsare involved From: MilindJadhav Sent: Monday, June 10, 2002 10:16 AM Subject: RE: Public interest online campaign site Anish, Thanks for the mail. I believe this an excellent initiative, however, I would like to know from you the details of sponsorship that you are seeking. Also, appreciate if you could let me have your phone number so that we can have a detailed chat on the subject. MilindJadhav Vice President - Human Resources Patni Computer Systems Limited

32. HR/Communications Specialistsare involved From: Ashok Mukherjee Sent: Saturday, June 08, 2002 4:20 PM Subject: Re: Public interest online campaign site Anish, I am sending your message to my global HR team. They in turn will spread it in their regions. Its a good cause and I am sure you will be able to garner support of like minded people everywhere. Regds, Ashok

33. HR/Communications specialistsare involved From: Bob Isherwood Sent: Tuesday, May 21, 2002 10:45 PM Subject: Re: Needed your inputs Anish, good inititative. Saatchi & Saatchi (Spain I think) did a great TV ad on this subject years ago. It showed a light bulb dropping onto a table and exploding, then it showed a light bulb in the corrugated cardboard wrapper dropping onto the table and bouncing. All the best Bob

34. The Youth/Public Ritesh Agarwal I want to join ur campaignand spread awareness about wearing helmet. awaiting ur response. Anurag Srivastav Hi !!!I am really happy to see this kind of campaign on the net. I congratulate the campaigners for the efforts that they are putting into this.

35. The Youth/Public Thanks for sending an informative site address to us. We shall try and send the message to all Intellians.HR, Intelligroup A must see site ... with must do things .... and by the end of it ... MUST WEAR HELMETS!! Great Going!!! Am all for it!!! Went through your site in detail and am all for it, and I think I am going to do this here in the company. Rahul MarwahCellstream

36. Recognition Paper accepted at: Invite from the World Health Organization

37. Be a Lifeguard Join the campaign. Post a message on the site -http://civic.websitewelcome.com/~fflonlin/anishhome.htm Request employees to use Communi-Kit to send to friends/family members Involve and enlist policy makers and administrators in your locality Provide constant feedback/ideas on effectiveness of campaign

39. Key Projects Poster/sticker campaign Radio campaign Traffic signboards SMS campaign Back to School – posters, leaflets etc. Road safety training

40. Back to School Project Plan: Posters for educating school children and parents/teachers Reflective stickers for school bags ( can get costing worked ) Games/puzzles for children on road safety – using simple analogy – fruits/colors etc Painting contest for kids – best entries will be showcased at exhibition-topic – Road Safety and me. Target: Schools in Bangalore by e-mail ( directory and School Net)

41. SMS Campaign Plan: Contact cellular companies Make presentation and invite them to do a joint exercise Ensure URL of campaign site is included in message Does not cost anything for the operator Can offer exchange link/web banner on our web pages

43. Sponsorship – Road Safety Training Programs For corporate houses – audio-visual presentation, tips on driving safely and talk by experts

44. Join us to make Road Safety a Priority Keep in touch Friends For Life Contacts: acampaigner2002@yahoo.co.in http://civic.websitewelcome.com/~fflonlin/anishhome.htm