The Western Railway (WR), in association with a private firm, has launched the second phase of its ‘Be Zinda’ campaign to dissuade train commuters from risking their lives while travelling on suburban trains.
The firm, IdeaHive Media Pvt Ltd, will capture inspiring tales of people living which define the spirit of Mumbai, a senior WR official said. The stories will be shared through advertisements and radio programmes to tell commuters that life is priceless, he said.
Social media will be an important part of the campaign, the official said. “The authorities are hoping that commuters will not endanger their lives by crossing the rail tracks just to save a minute or two.”
The firm said that the first phase of the campaign, launched in February, was successful. Ravinder Bhakar, chief public relations officer of WR, said, “We are overwhelmed by the response we received in the first phase of this campaign. ”
As per an RTI query filed by activist Anees Khan last year, as many as 25,722 passengers had fallen off running local trains on Western, Central and Harbour services in Mumbai in the last ten years, of whom 6,989 commuters died.
Source - The Hindu