In an inspiring shift from traditional approaches, the Bareilly division of Uttar Pradesh has taken road safety into the digital era with its groundbreaking ‘Parvaah’ campaign. This month-long initiative, which ran from April 19 to May 19, has captured the imagination of millions, engaging them in a dialogue about traffic rules and responsible driving across platforms.
A High-Stake Campaign in a High-Accident Region
Uttar Pradesh has long struggled with a somber road safety record, reporting 13,000 accidents and 7,700 deaths in just the first half of the year. ‘Parvaah’ emerges as a beacon of hope, capitalizing on the reach of social media to shift the narrative from fear and penalties to care and shared responsibility. “Road safety isn’t about instilling fear through hefty challans, it’s about care and responsibility,” emphasized Ramit Sharma, the visionary Additional Director General of Police behind Parvaah.
Mobilizing Digital Warriors Across Districts
The campaign’s heart lay in its unprecedented digital mobilization. Eleven committed teams from nine districts, including Bareilly, ramped up efforts with over 5,700 posts, 1,100 videos, and an array of engaging content shared widely online. The success was celebrated in a heartwarming ceremony recognizing Rampur police for their innovative strategies and engaging outreach efforts.
Viral Moments and Real-Time Impact
SP Vidya Sagar Mishra spotlighted a now-viral video as a symbol of the campaign’s effectiveness. It showed a touching interaction between a helmetless couple and the Bareilly police, encouraging community-wide awareness and action. “We practiced what we preached,” Mishra noted, building credibility and trust on and offline.
‘Parvaah’ - A Testament to Modern Road Safety Success
As stated in Times of India, ‘Parvaah’ stands as a testament to the transformative power of modern digital strategies when paired with grassroots engagement. The campaign doesn’t just save lives; it galvanizes communities, turning online engagement into real-world safety improvements.
A future of safer roads forged in the digital realm now seems within reach, thanks to the innovative spirit and dedication of the Bareilly division’s incredible teams.