India’s largest integrated supply chain solutions provider, Transport Corporation India (TCI) Group, launched the Safe Safar campaign to spread road safety awareness and educate drivers. It aims to upgrade the status of drivers in the transport and logistics community as the people who keep the country moving. The campaign has become a massive success reaching a million drivers and making them aware of health, safety, and environmental aspects.
The TCI Group conducts nukkad nataks, or street plays, in specially customised trucks. TCI Safe Safar, running since 2019, is a pioneering step towards driver education with the motto – ‘By The Driver, For The Driver’.Currently, the events are being conducted across National Capital Region. A new ‘ESG feature has also been added to sensitise the transport community about climate change through steps like curbing plastic usage, switching to alternative energy sources, focusing on insurance and “Inclusivity of Drivers”.
TCI Safe Safar has received letters of appreciation and various accolades like the James Tye Award at the International Safety Awards by British Safety Council (2020), ‘Innovation in Sustainability and Corporate Social Responsibility at AIMA’s 8th Innovation Practitioner’s Case Study Contest and Summit (2019), and FICCI Road Safety Awards in the category ‘Innovative Educational Program’ in Road Safety (2019). These nukkad nataks are a proven technique from the 1940s for community messaging. In these plays, actors communicate in the local language, wear colourful costumes, and encourage driver participation.