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Bhubaneswar’s Transport Department has joined hands with the LGBTQ community to launch a 23-day road safety awareness campaign under the Zero Accident Day (ZAD) initiative. This inclusive program aims to sensitize commuters about safe road practices alongside social inclusion. By engaging around 50 transgender volunteers, selected in collaboration with the Social Security and Empowerment of Persons with Disabilities Department and the Bhubaneswar Municipal Corporation (BMC), the campaign seeks to leverage the high visibility of transgender individuals at urban intersections to deliver critical safety messages.
The initiative, set to commence soon, is designed to transform public perceptions of the LGBTQ community, often marginalized and seen at traffic signals seeking alms. “Engaging transgender individuals in road safety awareness not only utilizes their visibility but also instills a positive societal perception,” said a senior Transport Department official. The campaign will see volunteers displaying placards with road safety messages at key intersections and highways across Bhubaneswar.
The Vision Behind Zero Accident Day
The ZAD campaign was conceptualized by IIT Madras, the Odisha government’s technical consultant on road safety. Professor Venkatesh Balasubramanian, head of RBG Labs at IIT Madras, emphasizes its long-term vision: “ZAD is designed to unite every section of society to ensure all road users return home safely.” The campaign adopts a holistic approach, integrating education, enforcement, and community participation.
Transport Commissioner Amitabh Thakur highlighted the potential to revive this scheme, noting its success in mainstreaming marginalized communities while promoting road safety. Additionally, the campaign will involve ‘gig’ workers, including food delivery executives and drivers from online cab aggregators, who will distribute bags imprinted with ZAD messages. The Excise Department has also been roped to ensure liquor shops display warnings against drunk driving.
Venkatesh Balasubramanian: The Mind Behind ZAD Initiative
The ZAD campaign owes much to Professor Venkatesh Balasubramanian, a distinguished academic and road safety expert at IIT Madras. Born in Tamil Nadu, Venkatesh pursued his early education in Chennai before earning a degree in mechanical engineering. He later obtained a Ph.D. in biomedical engineering, specializing in human factors and ergonomics, which laid the foundation for his work in road safety. His career at IIT Madras has been marked by innovative projects, including the development of the 4E framework (engineering, enforcement, emergency care, and education with empathy) for comprehensive safety management.
As head of RBG Labs, Venkatesh has spearheaded data-driven road safety initiatives, including scientific crash investigations and capacity-building programs for enforcement agencies. His collaboration with the Odisha government has been instrumental in shaping policies like ZAD. His work reflects a deep commitment to reducing road traffic deaths and injuries by 50% by 2030.
Odisha’s Broader Road Safety Efforts
The ZAD campaign is part of Odisha’s broader push to enhance road safety, as evidenced by recent initiatives launched in 2025. The state kicked off the National Road Safety Month in January with the ‘Come Home Safe’ campaign, led by Chief Minister Mohan Charan Majhi. This drive focused on tackling drunk driving, rash driving, and accident black spots while training 13,000 individuals in first aid under the Rakshak initiative.
In February, a high-level review meeting chaired by Principal Secretary Usha Padhee assessed ongoing efforts, emphasizing data-driven decision-making and technology adoption. The state is rolling out the Intelligent Enforcement Management System (IEMS) across highways, establishing new Institute of Driving Training and Research (IDTR) centers, and amending the Odisha Motor Vehicle Rules to include stricter penalties for habitual offenders. Financial support for installing Advanced Driver Assistance Systems (ADAS) in transport vehicles was also announced.
