Bareilly's digital road safety drive hits 10m engagements
Meerut: In a departure from traditional road safety initiatives that often rely on fines and enforcement drives, Uttar Pradesh's Bareilly division recently launched a digital campaign titled 'Parvaah' (care), a month-long initiative spanning from April 19 to May 19 that harnessed the power of social media to promote traffic rules and responsible driving, racking up an impressive 10 million engagements across platforms.
The campaign's success is particularly significant given UP's grim road safety record. According to the UP Road Safety and Awareness Cell, the state recorded 13,000 road accidents resulting in 7,700 fatalities between Jan and May 20.
"Road safety isn't about instilling fear through hefty challans, it's about care and responsibility," said Ramit Sharma, additional director general (ADG) of Police, Bareilly zone and the driving force behind Parvaah.
An electrical engineer from IIT Kanpur, Sharma added, "In today's digital age, engaging commuters as active participants is essential. Awareness is key and digital is the way forward."
The campaign was driven by 11 dedicated teams, comprising district and traffic police from nine districts: Bareilly, Pilibhit, Badaun, Rampur, Moradabad, Bijnor, Amroha, Sambhal and Shahjahanpur. They flooded social media with over 5,700 posts, 2,618 awareness templates, more than 1,100 videos, and 200 news clippings, each crafted to reinforce the core message: traffic rules save lives.
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A felicitation ceremony held on Friday saw Rampur police recognised as the top performer for generating the highest social media traction. Bareilly police secured the second position, while the Bareilly traffic police team came in third.
Sharing Rampur's strategy, SP Vidya Sagar Mishra said, "We mobilised digital volunteers, educational institutions, and the district administration to amplify the campaign's impact across social media."
He added, "But we also made sure to practise what we preached, our traffic police hit the ground to create real-time awareness and uploaded live footage of their efforts." He cited one viral example: a video where a helmetless couple was intercepted, and the wife was counselled to encourage her husband to wear a helmet.
The interaction drew widespread attention and positive responses online.
"The campaign serves as a powerful testament to how innovative digital strategies, coupled with grassroots engagement, can significantly boost road safety awareness, even in regions battling high accident rates," said ADG Sharma.
Meerut: In a departure from traditional road safety initiatives that often rely on fines and enforcement drives, Uttar Pradesh's Bareilly division recently launched a digital campaign titled 'Parvaah' (care), a month-long initiative spanning from April 19 to May 19 that harnessed the power of social media to promote traffic rules and responsible driving, racking up an impressive 10 million engagements across platforms.
The campaign's success is particularly significant given UP's grim road safety record. According to the UP Road Safety and Awareness Cell, the state recorded 13,000 road accidents resulting in 7,700 fatalities between Jan and May 20.
"Road safety isn't about instilling fear through hefty challans, it's about care and responsibility," said Ramit Sharma, additional director general (ADG) of Police, Bareilly zone and the driving force behind Parvaah.
An electrical engineer from IIT Kanpur, Sharma added, "In today's digital age, engaging commuters as active participants is essential. Awareness is key and digital is the way forward."
The campaign was driven by 11 dedicated teams, comprising district and traffic police from nine districts: Bareilly, Pilibhit, Badaun, Rampur, Moradabad, Bijnor, Amroha, Sambhal and Shahjahanpur. They flooded social media with over 5,700 posts, 2,618 awareness templates, more than 1,100 videos, and 200 news clippings, each crafted to reinforce the core message: traffic rules save lives.
A felicitation ceremony held on Friday saw Rampur police recognised as the top performer for generating the highest social media traction. Bareilly police secured the second position, while the Bareilly traffic police team came in third.
Sharing Rampur's strategy, SP Vidya Sagar Mishra said, "We mobilised digital volunteers, educational institutions, and the district administration to amplify the campaign's impact across social media."
He added, "But we also made sure to practise what we preached, our traffic police hit the ground to create real-time awareness and uploaded live footage of their efforts." He cited one viral example: a video where a helmetless couple was intercepted, and the wife was counselled to encourage her husband to wear a helmet.
The interaction drew widespread attention and positive responses online.
"The campaign serves as a powerful testament to how innovative digital strategies, coupled with grassroots engagement, can significantly boost road safety awareness, even in regions battling high accident rates," said ADG Sharma.
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