According to WHO, globally a child dies due to road accidents every 4 minutes. Many more are injured, often severely. These traumatic events cause immeasurable suffering and grief, and at times economic hardship for families and friends. In addition, they cost societies precious resources, diverting these from other pressing health and development challenges.
We at Shell believe that Safety is about inculcating the right mindsets and developing behaviors and the earlier we start, the more impactful is the intervention and can nurture more responsible citizens.
For countries in a phase of rapid motorization - many of them middle-income countries - roads are often built without due consideration for the communities they pass through. A shift in mind set is desperately needed to ensure that roads everywhere serve the needs of and are safe for all who use them, including children, but also other vulnerable groups such as pedestrians, cyclists and motorcyclists.
Shell’s Social Investment team, in collaboration with the business, has been conducting Road Safety Awareness Drives in schools along its transport routes. In addition, we have also managed to highlight key reasons why road accidents occur, allowing us to focus on targeted projects and activities to make children more aware of these issues to improve road safety.
To reach out to the children effectively, Shell developed with children’s online media group, Toffee TV, a road safety song with an animated video and an accompanying quiz. Batti Laal Hai (The Light is Red) allowed us to communicate our key road safety messages to children in an extremely fun and interactive manner, increasing their understanding and awareness.
In partnership with WHO and the Traffic Police, this song was launched via broadcast media and in schools at the TCF Korangi Campus as a part of the UN Global Road Safety Week and the ‘Save Kids Lives’ global campaign. During the week, over 1,000 primary school children were engaged in schools across Karachi, Lahore, Faisalabad, Quetta and Multan and 2000 DVDs were distributed.