Road traffic injuries (RTIs) are the second leading cause of death globally among youngsters especially in 10–24-year-olds. In India, RTIs accounted 2.9% of all deaths and 43% of all injury deaths in the year 2015 and nearly 48% of road accidents and 44% of road deaths were due to over speeding or over taking. High speed is an important risk factor for RTIs, which needs to be addressed.
A statewide campaign was planned targeting youth in Karnataka, a state in South India from June to September 2017 by Rajiv Gandhi Institute of Public Health Bangalore with the support of Rajiv Gandhi University Of Health sciences (RGUHS). Campaign involved nearly 500 institutions of different health disciplines such as, Medical, Dental, Ayurveda, Unani, Homeopathy, Naturopathy, Nursing, Physiotherapy and Allied Health Sciences with student strength of more than 50,000.Youth from all institutions were encouraged to take part in a short movie contest highlighting importance of reduce speed on roads. Youth were asked to promote their videos using you tube and other social media to reach out to more youth and to invite maximum likes and shares to be a winner.
The campaign saw an enthusiastic participation from youth across state in creating awareness on importance of reduced speed by actively taking part in developing effective videos and reaching out to more than 1,00,000 youth and public through social media in Karnataka, a state in India. This statewide youth campaign addressing importance of reduced speed, stands as a successful model to involve and reach out to youth across state in India to create road safety awareness which might influence their behavior.