Concept
The "Yellow is Red" campaign is a critical initiative aimed at addressing the alarming number of road
accidents and fatalities in Kerala. According to data from the Road Safety Authority, between 2017 and
2022, over 23,500 people lost their lives in road accidents in the state, amounting to an average of 1215 deaths per day (Indian Express, April 23, 2023). These figures are both shocking and disheartening,
highlighting the urgent need for action.
Of particular concern is the fact that more than half of the victims were bike riders, and 25 percent
were pedestrians. What is even more distressing is that approximately 70 percent of the victims
belonged to the young and productive age group. These statistics underscore the devastating impact
that road accidents have on our communities, robbing us of our loved ones and hindering the progress
and potential of our future generations.
Adding to the complexity of the issue, the number of registered vehicles in Kerala has skyrocketed
from four lakh in 2007 to a staggering 1.67 crore at present. This exponential growth in vehicle
numbers has resulted in a significant increase in vehicle density, exacerbating the already strained road
infrastructure. As a result, the roads have become increasingly congested, leading to heightened risks
for all road users.
In light of these concerning statistics and the pressing need for change, the "Yellow is Red" campaign
takes up the critical task of raising awareness about road safety, with a specific focus on the importance
of the yellow traffic light. By tackling the prevalent issue of drivers misunderstanding or neglecting the
yellow signal, the campaign aims to minimize traffic violations, reduce accidents, and ultimately save
lives.
Through a series of targeted activities, educational initiatives, and community engagement, the
"Yellow is Red" campaign seeks to empower drivers with the knowledge and understanding required
to make informed decisions during the crucial phase of the traffic signal. By ensuring that drivers
comprehend the significance of the yellow light and respond appropriately, we can foster a culture of
responsible driving, prevent accidents, and protect the lives of countless individuals.
It is imperative that we act now to tackle the rising tide of road accidents in Kerala. The "Yellow is Red"
campaign strives to create a safer driving environment by raising awareness, promoting compliance,
and ultimately changing behaviors. By addressing the pressing issues surrounding road safety and the
yellow traffic light, we can contribute to a brighter and safer future for all road users in Kochi City.
Objectives
The primary objectives of the "Yellow is Red" campaign are as follows:
a. Raise awareness: Increase understanding among drivers about the purpose and meaning of the
yellow traffic light.
b. Promote compliance: Encourage drivers to respond appropriately to the yellow signal by slowing
down and preparing to stop.
c. Reduce accidents: Minimize traffic violations and accidents caused by improper reactions to the
yellow traffic light.
d. Community involvement: Foster community engagement by involving local stakeholders, schools,
and organizations in the campaign.
JCI (History, Objectives, Campaigns, Chapter)
Why Kochi?
According to a 2021 article from the New Indian Express, road accident deaths have risen in Ernakulam
district. As many as 412 persons lost their lives in road accidents in the district in 2021, compared to
328 deaths in 2020. In Ernakulam, combining Kochi City and Ernakulam Rural police limits, 4,866
accidents were reported in 2021 compared to 3,967 in 2020. As many as 396 accidents were fatal in
2021, up from 310 in the previous year.
This itself make Kochi an ideal location for this campaign. Kochi is a city with a large population and a
high number of vehicles on the road. This means that there is a greater potential for traffic rule
violations and accidents. However, the recent implementation of safety measures like AI cameras
denote that there is significant effort from the authorities to promote road safety. Nevertheless, any
such initiative can only be successful with the participation of an informed driving population. By
conducting the “Yellow is Red” campaign in Kochi, JCI can reach a large audience and empower them
with the awareness regarding the need to abide to yellow light.
Why this campaign?
The yellow traffic light serves as a crucial intermediary between the green and red lights, signaling an
impending transition. It is at this moment that drivers face a critical decision: to slow down and prepare
to stop, or to accelerate and attempt to pass through the intersection. Unfortunately, many drivers fail
to recognize the significance of this transitional phase, jeopardizing the safety of themselves and
others on the road.
By focusing on this overlooked aspect of road safety, the "Yellow is Red" campaign aims to address the
following key points:

Preventing Accidents: The yellow light acts as a warning, giving drivers a few precious seconds
to react and adjust their speed accordingly. Neglecting this signal can lead to accidents caused
by abrupt stops, last-minute maneuvers, or even collisions with other vehicles. Raising
awareness about the importance of following the yellow light will ultimately reduce the
number of accidents on our roads.

Enhancing Pedestrian Safety: Pedestrians often rely on traffic signals to navigate intersections
safely. However, when drivers fail to respect the yellow light, pedestrians are put at greater
risk. By educating drivers about the significance of the yellow light, we can create a safer
environment for all road users, particularly those on foot.

Fostering a Culture of Responsible Driving: Encouraging drivers to acknowledge and respect
the yellow light promotes a broader culture of responsible driving. It sends a powerful
message that adhering to traffic rules and exercising caution are integral to maintaining a safe
and harmonious traffic ecosystem.
Our campaign will utilize a multi-faceted approach, including educational initiatives, awareness drives,
and targeted outreach programs. Through strategic partnerships and collaborations, we aim to
maximize the reach and impact of our message, ensuring that it resonates with the driving population
of Kochi City.
Let the Data Speak (will include survey data highlights here)
Location
Greater Kochi Area (Inclusive of Aluva Municipality, Thrikkakara Municipality, Municipal Corporation
of Kochi, Thrippunithura Municipality). Need to add a map here.
Implementation Period
August 2023 – September 2023
Campaign Strategies
To achieve our goals, we have designed a comprehensive set of strategies, including:
a. Public Awareness Campaign: Conduct public awareness campaigns through billboards,
posters, social media, and radio spots to educate drivers about the importance of the yellow
traffic light.
b. Short Promotional Video: Produce a short promotional video and propagate it through
mainstream and social media to reach the targeted audience.
c. Educational Workshops: Organize workshops and seminars in collaboration with local driving
schools, traffic police, and road safety experts to provide in-depth knowledge on the
significance of the yellow signal.
d. Informational Materials: Develop informative brochures, pamphlets, and visual aids explaining
the purpose and appropriate response to the yellow traffic light. Distribute these materials
through schools, driving schools, and community centers.
e. Collaborative Partnerships: Establish partnerships with local government authorities, traffic
police, schools, and other relevant organizations to maximize campaign outreach and impact.
f.
Community Events: Organize interactive events, such as road safety rallies, flash mobs, and
traffic rule competitions, to engage the community and reinforce safe driving practices.
Administrative Partners
Funding Partner: The funding partner will be able to fund and brand the events, logistics, and
campaign apparels like volunteer and rider T-Shirts and caps.
Implementing Agency: The campaign will be implemented under the aegis of JCI, Kakkanad Chapter.
Benefits of funding partnership
There are several benefits for funding partners of the “Yellow is Red” campaign. Some of these benefits
include:

Positive brand association: By supporting a campaign that promotes road safety and aims to
reduce traffic accidents, partners can associate their brand with a positive cause and improve
their public image.

Increased visibility: The “Yellow is Red” campaign is likely to receive significant media
coverage, providing partners with increased visibility and exposure.

Community engagement: Supporting the campaign provides partners with an opportunity to
engage with the local community in Kochi and demonstrate their commitment to improving
road safety.

Corporate social responsibility: By supporting the “Yellow is Red” campaign, partners can
fulfill their corporate social responsibility (CSR) obligations and demonstrate their
commitment to making a positive impact on society.
Evaluation and Impact:
To measure the effectiveness of the campaign, we will conduct a post-campaign survey to assess the
level of awareness and behavior change among the driving population regarding the yellow traffic light.
We will also track traffic violations and accident data during the campaign period to evaluate the
impact on road safety.
Sustainability and Future Plans:
Beyond the campaign period, JCI aims to sustain the impact of the campaign by integrating the
campaign module in driver’s license awareness class, promoting road safety education in schools, and
continuing awareness campaigns through partnerships with local media.
Budget
Expense
Description
Estimated Cost
Category
(INR)
Marketing
&
Awareness
Billboards
Outdoor
2,00,000
advertising
in
key locations
Posters
Distributed
in 50,000
schools,
community
centers,
and
other
public
places
Social
Media Targeted ads on 1,00,000
Ads
platforms
like
Facebook,
Instagram, and
Twitter
Radio Spots
Airtime
campaign
messages
Content
Creation
for 75,000
Promotional
Production and 1,50,000
Video
editing costs
Informational
Brochures,
Materials
pamphlets, and
50,000
visual aids
Events
&
Workshops
Educational
Venue,
Workshops
materials, and
guest
1,00,000
speaker
fees
Community
Road
safety 1,00,000
Events
rallies,
flash
mobs,
and
traffic
rule
competitions
Partnerships &
Collaborations
Stakeholder
Meetings
Engagement
coordination
with
and 25,000
local
authorities,
schools, etc.
Administrative
Costs
Volunteer
T- For
campaign 50,000
Shirts and Caps
volunteers
Logistics
Transportation
50,000
and setup costs
Evaluation
&
Impact
Post-campaign
Data collection 25,000
Survey
and analysis
Total
10,25,000