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Diageo India "Road to Safety - Towards Responsible Youth"

As part of its signature ‘Road to Safety’ campaign, Diageo India today announced its partnership with the Ministry of Road Transport & Highways (MoRTH) for a first of its kind targeted intervention ‘Towards Responsible Youth’ programme directed at early education of young drivers. The programme aims to reach over 500 universities across the country in the next 3 – 5 years; with the first-year target being 100 programmes across 50 universities.

India accounts for over 12% of global road accidents, i.e. 1,45,000 fatalities per year attributing to 1 accident occurring every four minutes. Alarmingly, 72% victims involved in such road mishaps are between the age groups of 15-44 years where speed, reckless and drunk driving itself are responsible for 1.5% of road accidents and almost 5% of fatalities.

Our youth hold the key to India’s safer roads and it is crucial that they understand and imbibe road safety best-practices early. The ‘Road to Safety – Towards Responsible Youth’ Programme is a step toward addressing the grave issue of road safety by inculcating behavioural change and creating awareness about responsible driving habits among young adults.

Abanti Sankaranarayanan, Chief Strategy and Corporate Affairs Officer, Diageo India, said, “We are excited to introduce, as part of Diageo’s signature “Road to Safety” campaign, a targeted intervention directed at early education of young drivers as they take to driving on India’s roads. As new drivers, our youth hold the key to India’s safer roads and it is crucial that they understand and imbibe road safety best-practices early. We are delighted at the support of the Ministry of Road Transport & Highways and the many Universities that will offer this program. We believe that this is another step in Diageo helping to create a national movement around road safety.”