Bhubaneswar: In a significant step towards improving road safety, the State Transport Authority (STA) has partnered with the Indian Institute of Technology (IIT) Madras to implement innovative Information, Education, and Communication (IEC) strategies. This transformative initiative was formalized through the signing of a Memorandum of Understanding (MoU) in the presence of Bibhuti Bhushan Jena, Minister of Commerce & Transport, and Steel & Mines, Odisha.
This collaboration marks a crucial milestone in Odisha’s journey toward realizing its vision of a Viksit Odisha—a state committed to fostering safer, smarter, and more sustainable transportation systems. Leveraging IIT Madras’ expertise in road safety technology and communication, the STA aims to develop impactful IEC campaigns that empower citizens to adopt safer road practices and behaviors.
The partnership focuses on implementing the 4E Model—Engineering (Road and Vehicle Design), Enforcement, Emergency Care, Education, with Empathy (Human Factors)—to address road safety comprehensively. By integrating these elements, the initiative seeks to improve road safety outcomes through systematic and effective measures.
Speaking at the event, Minister Jena emphasized the importance of this collaboration, stating that the partnership with IIT Madras is a significant step towards enhancing road safety in Odisha. “By combining cutting-edge research with practical, community-driven IEC strategies, we are making meaningful progress toward achieving our vision of a Viksit Odisha—a state where safety and innovation coexist for the benefit of every citizen,” said Jena.
He presented last year’s statistics on road accidents and fatalities, highlighting the urgent need for innovative approaches. The MoU will focus on leveraging modern technology, real-time data, and engaging communication tools to effectively address high-risk groups and promote long-lasting behavioral changes in road safety.
Educational content, workshops, and statewide campaigns will be rolled out to reduce road accidents and fatalities. Targeted outreach efforts will engage diverse groups, from school children to professional drivers. The collaboration will also ensure that stakeholders at every level—government officials, educational institutions, and the general public—play an active role in road safety improvement.
Usha Padhee, Principal Secretary of the Commerce and Transport Department, stated, “This collaborative effort underscores the Government of Odisha’s unwavering commitment to improving road safety, fostering innovation, and building a sustainable, safer urban mobility ecosystem. Through this initiative, we take a decisive step towards realizing our vision of a Viksit Odisha.”
Amitabh Thakur, Transport Commissioner, provided introductory remarks, while Prof. Venkatesh Balsubramanyam of IIT Madras shared insights on the initiative. Senior officials from the Commerce and Transport Department, IIT Madras, and other stakeholders were also present to discuss the way forward.