NGO to launch unique campaign on social networking sites and blogs People often ignore road safety campaigns put up on billboards, busy traffic intersections, newspaper and TV advertisements. 
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Representative Photo</td></tr></tbody></table>But now, an NGO raising awareness about the importance of safe driving has chosen a unique medium to put the message across. The campaign will be taken to the next level by spreading the word through social networking websites like Orkut, Twitter and Facebook. Blogs will also be taken up to generate awareness among the masses. In a country where 100,000 people are killed in road accidents every year such campaigns assume great significance. "For generating mass awareness about road safety, apart from using traditional media tools, modern web-based social networking tools will be used to spread knowledge of road safety," said K.K. Kapila, vice chairman of the International Road Federation (IRF), in a statement. "We have developed videos on safe driving and other aspects of road safety. We plan to put them up on YouTube to cater to the growing number of people whose first choice to find information is to go online," she added. India's road transport and highways ministry and IRF last week launched a national campaign to reduce road accidents by 50 percent by 2012. "Road safety is a community effort. We will seek additional ideas on tackling areas like aggressive driving, drug-driving as well as continuing to look for new approaches to saving lives by targeting speed and young drivers," Kapila said. India accounts for nearly 10 percent of 1.3 million road accident deaths worldwide each year.

NGO to launch unique campaign on social networking sites and blogs

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