The 95 km, high mobility, Mumbai - Pune Expressway (MPEW) reports an average of 140 fatalities due to road accidents every year. In an attempt to make travelling on this highway safer for commuters, SaveLIFE Foundation approached us to create a radio campaign under the Zero Fatality Corridor Initiative to sensitize people about safe-driving practices.
Creating communication that can sparks positive, enduring behavior change always piques our interest. We designed a series of engaging radio spots with relatable characters and everyday situations that are engaging drivers on the go about the crucial risk factors while driving on MPEW and encouraging them to adopt simple, life-saving, safe driving practices.