Digital road safety campaign: 'Parvaah' garners 10 million engagements in UP; Rampur bags 1st place
MEERUT: In a departure from traditional road safety initiatives that often rely on fines and enforcement drives, Bareilly division recently launched a digital campaign 'Parvaah' (care), a month-long initiative from April 19 that used social media to promote adherence to traffic rules and responsible driving, racking up 10 million engagements across platforms.
The campaign's success is particularly significant given UP's grim road safety record. According to the UP Road Safety and Awareness Cell, the state recorded 13,000 road accidents resulting in 7,700 fatalities between Jan and May 20.
"Road safety isn't about instilling fear through hefty challans, it's about care and responsibility," said Ramit Sharma, additional director general (ADG) of police, Bareilly zone and the driving force behind Parvaah.
An electrical engineer from IIT-Kanpur, he added, "In this digital age, engaging commuters as active participants is essential. Awareness is key and digital is the way forward."
The campaign was driven by 11 dedicated teams, comprising district and traffic police from nine districts: Bareilly, Pilibhit, Badaun, Rampur, Moradabad, Bijnor, Amroha, Sambhal and Shahjahanpur. They flooded social media with over 5,700 posts, 2,618 awareness templates, more than 1,100 videos, and 200 news clippings, each crafted to reinforce the core message: traffic rules save lives.
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A felicitation ceremony held on Friday saw Rampur police recognised as the top performer for generating the highest social media traction. Bareilly police secured the second position, while the Bareilly traffic police team came in third.
Sharing Rampur's strategy, SP Vidya Sagar Mishra said, "We mobilised digital volunteers, educational institutions, and the district administration to amplify the campaign's impact across social media platforms,We also made sure our traffic police hit the ground to create real-time awareness."
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