Kochi: Transport Minister C.P. John has announced that the Kerala Road Safety Mission, formed to reduce road accident deaths in the state, will be launched on the 15th at 11 am at the Town Hall. Actor Mammootty will serve as the mission's brand ambassador.

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The mission aims to gradually bring down road fatalities through a combination of public awareness campaigns and strict enforcement of traffic laws, under the theme 'Enlighten and Enforce'.

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Around 3,700 people die in road accidents in Kerala every year. As part of the initiative, extensive awareness programmes will be organised, targeting everyone from school students to senior citizens. Strict action will also be taken against traffic rule violators.

Chief Minister V.D. Satheesan will head the mission as its chairman, while the Transport Minister will serve as co-chairman. Ministers from eight departments will be members of the mission.

Its activities will be extended to district and local self-government levels, with safe driving clubs to be established as part of the initiative. The project will also focus on identifying and rectifying accident-prone black spots, upgrading roads, improving road safety signage and increasing the width of zebra crossings.

The government will also take steps to introduce road safety education into the school curriculum and establish dedicated safety zones near schools, hospitals and places of worship.

The minister said a website and mobile application would also be launched to enable members of the public to submit their suggestions on improving road safety.