In a groundbreaking move to enhance road safety in Odisha, the Indian Institute of Technology (IIT) Madras has partnered with the Government of Odisha to adopt a data-driven and empathy-based approach aimed at reducing road fatalities across the state. This collaboration was formalized with the signing of a Memorandum of Understanding (MoU) on 23rd December 2024, at Bhubaneswar, between IIT Madras' RBG Labs and the Odisha Government's Commerce and Transport Department. The initiative is part of a larger mission to address road safety challenges with strategic, evidence-based interventions.

The partnership is built around the ‘5E Model and Transportation Safety Framework’ (TSF) developed by RBG Labs, which integrates five core components: Engineering, Education, Enforcement, Emergency Care, and Empathy. While the first four components are focused on technical and procedural improvements, the human factor, Empathy, is the central element of this framework. By incorporating empathy into the design of road safety interventions, this program seeks to create more effective and sustainable safety measures across Odisha.

Shri Bibhuti Bhusan Jena, the Hon’ble Minister for Commerce and Transport, Steel and Mines, Government of Odisha, expressed his strong support for the collaboration, calling it a significant step toward the vision of 'Viksit Odisha' (Developed Odisha). "This partnership with IIT Madras is a key step towards ensuring safety and innovation co-exist for the benefit of every citizen. By leveraging real-time data and modern technology, we are developing long-term solutions that will address critical road safety issues across the state", said Shri Jena.

The collaboration aims to harness technology and data to develop comprehensive, evidence-based road safety solutions. Smt. Usha Padhee, IAS, Principal Secretary of the Transport and Commerce Department, Government of Odisha, also lauded the initiative. "This collaboration marks an important step in leveraging technology and research to improve road safety standards in Odisha. The focus is on capacity building among officers, ensuring road safety becomes a top priority across departments", she said.

Shri Amitabh Thakur, Transport Commissioner, Government of Odisha, highlighted the importance of adopting scientific methods for improving road safety. "By using approaches such as Scientific Crash Investigation and Human Factors-based Road Safety Audits, we aim to empower officers with the skills needed to identify root causes of accidents. This structured methodology will allow us to implement safety measures that are evidence-based, saving lives and making our roads safer", said Shri Thakur.

The initiative includes a comprehensive training program for Investigating Officers (IOs) of Odisha Police. The training will be based on RBG Labs' 'Root Cause Analysis Matrix' (RCAM) method, a scientific approach developed at IIT Madras for crash investigations. The goal is to equip IOs with the tools to conduct thorough investigations and audits, ultimately leading to more targeted and effective interventions.

As part of the initiative, RBG Labs is also working on designing public awareness campaigns to sensitize road users through targeted messaging. These campaigns will focus on educating citizens about road safety and encouraging responsible behavior on the roads.

The program is further reinforced through a Strategic IEC (Information, Education, and Communication) campaign, which aims to raise awareness about road safety through innovative communication tools. RBG Labs will train a wide array of stakeholders, including officers, students, and the general public, on the best practices for promoting road safety.

One of the unique features of this collaboration is the emphasis on involving students and teachers in road safety training. A series of Master Trainer Workshops will be organized to educate school students and teachers on responsible driving and road safety practices. The workshops will incorporate activity-based learning (ABL), including games, skits, puzzles, and other interactive methods, making the learning process more engaging and impactful. The students trained through this program will function as 'Master Trainers', passing on their knowledge to others in their respective schools, creating a ripple effect for road safety awareness.

The key objectives of the initiative include capacity-building programs for various stakeholders, a design-thinking approach to solving road safety issues, and a comprehensive IEC program aimed at creating a culture of road safety across all age groups. This multifaceted approach is expected to bring about a significant change in the way road safety is perceived and practiced in Odisha.

With a combination of data-driven interventions, human-centered approaches, and extensive public engagement, this partnership between IIT Madras and the Government of Odisha has the potential to set a new benchmark in road safety practices across India. The program aims to not only reduce road fatalities but also create a long-lasting impact on road users' behavior, making roads safer for all.