Ad agency joins hands with B'lore police to launch campaign

Bangalore, May 22 (UNI) MAA Bozell, a part of the 200 crore MAA Group, and the pioneers of Integrated Communications in India, today joined hands with the Bangalore Police to launch a campaign to curb numerous deaths caused in the city due to drunken driving.

The over two-month campaign 'Don't Drink and Drive' was launched with an aim to drill the message deeper into everyone's conscience.

Numerous hoardings bearing the message would be put up all over the city during the period, a company release here said.

Last year, 903 deaths were reported in the city, of which, drivers under the sway of alcohol alone were the cause for 831 deaths, the release said.

According to the latest consensus report, Bangalore had the highest number of deaths caused by accidents. With a curfew in place, the Bangalore police hoped that it would reduce accidents and prevent further casualties and injuries to many. This was a constant challenge that the police departments face throughout the world, let alone the country.

''A maximum percentage of accidents in Bangalore are caused by the consumption of alcohol above the legal permitted limit,'' Mr M A Salim, Deputy Commissioner of Police, Bangalore traffic police (east division), said in the release.

Maa Bozell together with the Bangalore police, hope that creatively communicating this in a language common to the people of Bangalore, would help in achieving the purpose.

''Many people ignore initiatives such as these, by the police,'' Police Commissioner Ajay Singh said, adding ''The police are here for the citizens and it is our duty and responsibility to tackle problems of this sort for the safety and well-being of the public.'' UNI RG GM1605