Kochi: Malayalam superstar Mammootty will be the brand ambassador of the Kerala Road Safety Mission, an initiative aimed at reducing road accident deaths across the state. The official announcement of the mission will be made on November 15 at a function scheduled to begin at 11 am at Ernakulam Town Hall, Transport Minister C. P. John has announced.
Kerala records an average of around 3,600 road accident deaths every year. The mission aims to bring down this figure through coordinated measures focusing on public awareness, strict enforcement of traffic regulations and improvements to road infrastructure.
The initiative will function on the principle of ‘Enlighten and Enforce’. While awareness campaigns will seek to educate people about road safety, authorities will also take stringent action against traffic violations.
The campaign will cover different age groups, from school students to senior citizens. Awareness programmes will be organised across the state, with activities extending to district and local levels. Safe Driving Clubs are also proposed as part of the effort to encourage responsible driving habits within communities.
Focus on Road Infrastructure and Accident Black Spots
Improving road infrastructure and addressing accident-prone black spots will be among the mission’s major priorities. Planned interventions include repairing road signboards and increasing the width of zebra crossings to improve pedestrian safety.
The initiative will also introduce colour-coded road markings to identify and establish designated safety zones. These measures are intended to make roads safer and improve the visibility of traffic-related information for motorists and pedestrians.
Road Safety to Enter School Curriculum
The government also plans to incorporate road safety education into the school curriculum. Mobile applications will be developed to support awareness initiatives and make road safety information more accessible.
By bringing together education, infrastructure development and stricter enforcement, the Kerala Road Safety Mission aims to strengthen the state’s overall road safety framework.
Mammootty’s association as brand ambassador is expected to give the campaign a prominent public face as it seeks to reach people across different sections of society. The official announcement on November 15 will mark the formal unveiling of the initiative and its proposed statewide activities.
