Cricketer VVS Laxman to be brand ambassador for Hyderabad Traffic Police

Regular GRSP newsletter readers and those familiar with the work of the Bloomberg Philanthropies funded Road Safety in 10 Countries programme will know of the outstanding road safety work being undertaken in Hyderabad, capital city of the southern Indian state of Andhra Pradesh. In the latest innovative move by additional commissioner of police (traffic) CV Anand, famous Indian cricketer VVS Laxman is to become the brand ambassador for Hyderabad Traffic Police in creating awareness on traffic rules among vehicle users.

In the first phase of ‘Aap Ke Liye’, a six-pronged strategy for promoting community awareness of traffic rules and enforcement launched by city police commissioner Anurag Sharma on April 10, traffic police have begun distributing pamphlets explaining the rules people should follow for their own safety. The educational aspect of such a campaign is crucial as it has the effect of softening the enforcement drive that accompanies the initiative.

Following phases will see the installation of loud speakers at 50 major intersections which will play pre-recorded messages on traffic rules. Rejuvenated facilities will allow for the provision of counselling to traffic violators and enhanced training of traffic personnel. Two new Traffic Training Parks have been constructed to provide educational programmes for school children and college students, as well as to traffic violators, and a series of eight educational films is also in production which will feature the Indian cricketing great and focus on topics such as signal jumping, the importance of the orange light, drink driving, cell phone driving, wrong side driving, helmet wearing and the importance of seat-belts.

The final phase of the strategy will focus on the recruitment of sponsors and the development of new and innovative ways to educate on road safety issues.