These are very prestigious awards and focussed on Corporate Social Responsibility (CSR). ICICI Lombard has won this year’s first position in the area of “PUBLIC HEALTH AND SAFETY INITIATIVE”.
We at “Indian Head Injury Foundation” (IHIF) are very proud of this initiative and have been an integral part of the drive as ICICI Lombard’s chosen partner NGO for New Dehi so as to get two wheeler riders to put Helmets on Heads. The details of the programme and the category under which the award has been won against stiff competition is explained below.
We will continue to persevere in this mission and work towards a reduction of accidents, deaths and injuries caused by TBI on our roads. Among the various cities that this programme has reached out to, IHIF has handled the National Capital and exposed about 15000 parents and children to the safety benefits of wearing helmets. We have also on behalf of ICICI Lombard distributed over 8000 specialised, high quality, and specially designed/manufactured helmets to under privileged children who ride as pillions with their parent.
Long live our partnership with ICICI Lombard.
The Citation for the Award
PUBLIC HEALTH AND SAFETY INITIATIVE
Insurer targets children to get parents to wear helmets
Campaign aimed to reduce fatalities on the roads of India.
Winner: ICICI Lombard
On India’s roads, a fatality happens every 3.6 minutes. Two-wheeler riders account for about 25 percent of the accidents, and 7 percent of the victims are under 14 years old. A lot of those lives would be saved if only riders wore helmets, yet only 12 percent of two-wheeler riders are committed to always wearing a helmet. These devastating statistics catalyzed ICICI Lombard, India’s leading private general insurance provider, to launch a campaign to increase helmet use. Its efforts have earned it first place in the “Public Health or Safety Initiative” category of PR Daily’s 2017 Corporate Social Responsibility Awards.
The campaign focused on turning children into influencers. Workshops presented in partnership with four NGOs reached 300 schools and spotlighted the particular risk to children; each child attending was given a helmet after ascertaining their parents were licensed to drive. Some 24,000 helmets were distributed. The children, in turn, appealed to their parents who rode two-wheelers to start wearing helmets.
A nationwide survey of millennials in impoverished areas raised awareness. The news media was brought to bear, sharing survey results and raising awareness of the tragedies occurring on India’s roads. ICICI Lombard also initiated a social media campaign.
The metrics ICICI Lombard used to quantify the campaign’s effectiveness all point to one overwhelming outcome: dramatically changed behaviors among a significant number of two-wheeler riders. That undoubtedly will save lives.
Congratulations to ICICI Lombard for its work