BANGALORE: MAA Bozell, an integrated communications agency, has associated itself with the Bangalore police to curb the practice of drunken driving.

The "Don't Drink and Drive" campaign has been launched to drive home the message to those motorists who normally insist on driving after imbibing a drink too many.

Starting on Wednesday, the campaign will last till July-end during which time Bangalore will be dotted with numerous "Don't Drink and Drive" hoardings.

Deaths in accidents

According to the Bangalore traffic police, 903 people died in accidents in Bangalore last year, of which drivers under the influence of alcohol were responsible for 831 deaths.

According to the latest report, Bangalore accounts for the highest number of deaths caused by accidents in cities.

Ban on drunken driving

With a ban on drunken driving in place, the Bangalore police hope that this will reduce the number of accidents caused by inebriated drivers.

This is a constant challenge that the police departments face throughout the world.

"Many accidents in Bangalore are caused by those who drive after consuming alcohol above the legally permitted limit," Deputy Commissioner of Police, Bangalore Traffic Police (East Division), M.A. Salim, pointed out. "Many people ignore initiatives such as these by the police," Bangalore Police Commissioner Ajai Kumar Singh said.

Communication

MAA Bozell hopes that creatively communicating this in a language common to the people of Bangalore will help in achieving its goal.

"It definitely is a programme we, the Bangalore police, will constantly support," Mr. Salim said.

Printer friendly page  
Send this article to Friends by E-Mail