Zero Fatality Corridor Initiative is a pioneering attempt at reducing the number of road crash fatalities on the Mumbai-Pune Expressway (MPEW) from an annual average of 140 to 0 by the year 2020, which marks the end of the UN Decade of Action For Road Safety.
The good folks at SaveLIFE Foundation reached out to us to create radio spots encouraging commuters to adopt safe driving practices on the expressway, and the opportunity to create a difference piqued our interest. We designed a series of three radio spots with relatable characters and everyday situations that explain the reasoning of safe driving practices in an engaging and entertaining way.