India has the highest number of road accidents in the world. Nearly 1.2 million Indians were killed in the last decade alone in road accidents. An analysis of road accident records usually point the main cause of fatal accidents as driver error. Fatal accidents can be avoided if each one of us using the road imbibe traffic discipline and comply with road safety rules. But, how does one go about instilling traffic discipline?
Hero MotoCorp, the world’s largest manufacturers of two-wheelers, has been a road safety champion since many years. As part of its CSR activity, the company is actively engaged in road safety promotional activities which are interactive and practical oriented, on a sustainable basis across India.
Being a believer in digital as the best medium to connect with the youth, Hero has embarked on a number of awareness campaigns over the years. The company’s YouTube channel has a dedicated playlist for road safety videos. From safe riding tips to the right riding gear and safe braking techniques, the videos are a helpful guide to riders across the country.
“Our innovative safety videos and our messages in the digital mediums sensitize youth towards the implications of casual traffic violations by them causing crashes/ fatalities with a clear message to ride safe,” informed Vijay Sethi, Chief Information Officer and Head of Corporate Social Responsibility, Hero MotoCorp.
In a move to bolster awareness among youth, the ‘Ride Safe India’ campaign took to Twitter for a live Tweetchat recently. The idea was to engage directly with the social savvy youth and enhance their road safety awareness with the help of influencers. Also, it will supplement the efforts of local Traffic Police, Transport department etc. in reducing road traffic injuries.
Hero MotoCorp, in association with its agency BC Web Wise conducted the hour-long Tweetchat on September 25, 2015. To help trigger safety conversations amongst the biker community, they also roped in PowerDrift Official, a YouTube channel for auto enthusiasts with over 145K subscribers for the Tweetchat.
The insightful chat touched upon a number of points, like the state of road safety in India, importance of safety gear and related rider safety tips, regular check-ups and bike maintenance, drinking & driving, rash driving, how to help road accident victims and more. Another key point discussed was how technology can manage traffic better.
Hero MotoCorp, BC Web Wise and Power Drift ensured a healthy discussion on Twitter with the hashtag #RideSafeIndia becoming a tending topic on the day of the live chat.
— Hero MotoCorp (@HeroMotoCorp) September 25, 2015
— PowerDrift (@PD_Official) September 25, 2015
— AnAnt (@Antzonbike) September 25, 2015
The #RideSafeIndia initiative is the first of #WebWiseIndian tweetchats – a medium to create conversations on subjects that matter most to the Indian youth, who are very active on social media. “These youngsters have the energy to bring about social change and are not afraid of sharing ideas. Our aim is to channel this energy into insightful conversations,” shared Chaaya Baradhwaaj, Founder & MD, BC Web Wise on the concept of #WebWiseIndian tweetchats.
The journey of #RideSafeIndia does not end here. It’s an ongoing initiative by Hero MotoCorp and will be carried forward on digital as well as offline. “Through digital media, we may form a #RideSafeIndia club and involve the members in our safety policy making and taking forward safety initiatives.
Offline, through our channel partners, by asking them to enroll minimum 5 schools/ colleges nearby their respective locations and conduct ‘Road Safety Awareness Program’ for them on a regular basis under our CSR initiatives,” Sethi shared about the campaign road map.
Interactive. Engaging. Influential
Twitter is a great networking tool to connect in real-time and #RideSafeIndia tweetchat has ensured Hero MotoCorp a valuable social media-driven platform to talk to the youth and be able to bring about a healthy discussion on critical road safety tips and awareness. How many of us know about what measures to take when we witness an accident or how maintenance of our vehicles can help reduce accidents and save lives?
Teaming up with an online influencer like Power Drift has added a factor of authenticity to the Twitter campaign. The Power Drift YouTube channel enjoys a subscriber base of 145K + with over 21 million views in all. Moreover, it has been an active campaigner for safe biking.
Interestingly, the #RideSafeIndia club comes across as an effective future road for the brand. Leveraging members to take forward the campaign objective is a great way to tap digital Indians, as the country races towards digitalization.