In the bustling city of Bengaluru, where the cacophony of traffic often drowns out important messages, ISBR Business School has emerged as a beacon of change in promoting road safety awareness. In a world where road accidents claim millions of lives annually, the institution has taken a proactive stance to instill responsible road behavior among its students and the community. This commitment recently earned ISBR Business School the prestigious FICCI Road Safety Award in the category of ‘Road Safety Intervention by Higher Education Institutes’ for its outstanding ‘Safety Sarathy’ campaign.
Safety Sarathy: A Comprehensive Awareness Campaign
‘Safety Sarathy’ is more than just a campaign; it’s a comprehensive initiative crafted to reduce road accidents and cultivate responsible road behavior. Dr. Anand Agrawal, the Executive Director of ISBR Group, emphasized the institution’s commitment to engagement and impact, revealing that the campaign reached over 250 students and faculty members and engaged more than 5000 commuters at 11 traffic junctions across Bengaluru.
Collaborative Partnerships for Impact
The success of ‘Safety Sarathy’ is attributed to strategic collaborations with key stakeholders. ISBR Business School partnered with the Bangalore Traffic Police, Ready Assist (a 24/7 Road Side Assistance organization), Club2Ds (Drive Smart, Drive Safe), and the socially conscious enterprise LetsTagOn. Dr. Manish Kothari, Managing Director of the ISBR group of Institutions, highlighted the importance of these partnerships in fostering social responsibility among youth. He expressed excitement about the future potential of this initiative, envisioning it as a mega-campaign in collaboration with LetsTagOn.
Media Recognition and Strategic Implementation
The impact of ‘Safety Sarathy’ extends beyond the streets of Bengaluru, as 16 regional and English newspapers covered the initiative. The campaign was meticulously designed through a strategic process that involved surveys of traffic junctions, visits to the Traffic Control Room, and educational sessions for students and faculty by the police, Ready Assist, and Club2Ds.
The Field Drive, a pivotal event of the campaign on August 6th, 2022, saw students marching along 11 traffic junctions, rallying for road safety. Starting from the Traffic Management Center at Infantry Road and culminating at Kanteerva Stadium, the drive focused on educating commuters about lane discipline, safety precautions, traffic signals, pedestrian safety, and the dangers of using mobile phones while driving.
Student Epiphanies and Future Endeavors
The campaign’s success was not only measured in numbers but also in the epiphanies, pride, and joy shared by students. This practical, engaging, and invigorating experience has become an integral part of ISBR’s orientation program and PGDM curriculum, molding well-grounded future leaders committed to societal well-being.
ISBR Business School’s ‘Safety Sarathy’ stands as a testament to the institution’s commitment to holistic development and responsible citizenship. Recognized by FICCI, this initiative serves as a model for higher education institutes aiming to make a positive impact on society beyond the confines of their campuses. As ‘Safety Sarathy’ continues to gain momentum, it not only makes Bengaluru’s roads safer but also inspires a new generation of socially conscious leaders.
