April 24, 2025: Yara India successfully launches the inaugural edition of its safety campaign, ‘I Am a Safety Hero’, in partnership with the Punjab Police (Traffic & Road Safety Wing through Punjab Road Safety and Traffic Research Centre (PRSTRC). A three-day campaign will be held in Khanna Mandi, Punjab, from April 24 to 27, 2025. Meanwhile, the sticker campaign and awareness activities will continue across Punjab until the World Day for Safety and Health at Work on April 28. The campaign serves as a lead-up to the World Day for Safety and Health at Work (April 28). The awareness initiative focuses on workplace and road safety, with a special emphasis on addressing the alarming rise in road accidents involving agricultural vehicles in the region.

In collaboration with local stakeholders and community leaders, the campaign actively engages farmers, transporters, and mandi workers through interactive safety sessions, live road safety demonstrations, and the distribution of reflective safety gear. The participants will receive practical guidance on operating agricultural vehicles safely, while highlighting the importance of fertiliser safe handling protocols, and maintaining personal health and well-being in agricultural environments. A range of communication materials such as banners and standees will be put up at various strategic locations to reinforce key safety messages. These include wearing helmets and seat belts, driving at a moderate speed, following road rules and avoid mobile phone use while driving and drunk driving. Reflective stickers will also be affixed to vehicles during the campaign. Participating farmers will receive small gifts with safety messages to spread the word on staying safe. Additionally, IEC promotional materials outlining essential road safety norms will be provided to the Traffic & Road Safety Education Cells across all districts of Punjab. These materials will support year-long awareness campaigns targeting students in local schools and colleges to help build road safety consciousness among the youth.

According to recent data, Punjab reported a substantial number of road accidents involving agricultural vehicles, including tractor-trolleys. From 2017 to 2022, a total of 2,048 road accidents involving tractor-trolleys were recorded, resulting in the loss of 1,569 lives—mostly farmers. This accounts for approximately 5–6% of the total road accident fatalities in Punjab during the period. This made the market a strategic choice for the campaign.

Reinforcing this mission, Sanjiv Kanwar, Managing Director at Yara South Asia, stated: “Punjab’s farmers are the backbone of our agricultural economy. Through ‘I am a safety hero,’ we wanted to bring safety awareness directly to the heart of the community, empowering them with the tools and knowledge to protect themselves and those around them.”

“Road safety is not just the responsibility of enforcement agencies; it is a shared duty. With campaigns like ‘I Am a Safety Hero,’ we aim to build a strong culture of safety among our farmers and transporters—those who contribute tirelessly to the nation’s food security, said A.S. Rai, IPS, ADGP (Traffic & Road Safety), Punjab

The campaign reflects Yara’s commitment to its global Health, Environment, Safety, Security, and Quality (HESQ) Policy, built on the principle of zero harm to people and the planet. Yara’s HESQ framework not only addresses safety in the workplace but also promotes sustainability, climate action, chemical stewardship, and mental health.

“Bringing behavioural change among agricultural communities is the cornerstone of lasting impact. Khanna, being Asia’s largest grain market, was a natural choice for this initiative. Through meaningful partnerships like this, we can ensure the message of safety reaches every corner of rural Punjab.”, said Dr Navdeep Asija, Director, PRSTRC

Bringing these values to life, the initiative focuses on key themes critical to agricultural communities:

• Safe driving and transport practices
• Chemical safety and handling protocols
• Health and well-being in agricultural work
• Environmental sustainability and pollution prevention

Looking ahead, and encouraged by the engagement in Khanna Mandi, Yara India plans to scale the ‘I am a hero’ campaign to other high-risk agricultural districts in the coming months. The long-term vision is aimed at building a nationwide movement rooted in safety, awareness, and collective responsibility.