Samsung India is rolling out the next phase of its “Safe India” campaign, continuing its commitment to educate people about the responsible use of smartphones behind the wheel.

In India, there is a road fatality every four minutes. According to Samsung India, not only does the country have the highest number of road crashes globally, but it accounts for over 50% of selfie-related fatalities in the world today.

“I am deeply concerned by the fact that India has the highest number of road accidents globally,” said Shri Nitin Gadkari, Union Minister for Road Transport and Highways, Government of India. “Irresponsible usage of mobile phones, including taking selfies on the road, is one of the major causes of road accidents.”

In 2017, Samsung pledged its support to the Union Ministry of Road Transport and Highways’ drive to reduce road collisions, especially those that involve mobile phones.

The second phase of Samsung’s Safe India campaign involves radio messages on the importance of responsibly using smartphones on the road, including taking selfies. Samsung is also partnering with traffic police departments in Delhi, Mumbai, Chennai and Lucknow to communicate road safety messages through public information systems such as LED walls, text LED scroll bars and LED public display signage.

Messages on the responsible use of smartphones will also be played in schools, colleges, universities and malls in some cities.