About the Campaign

The We Too Campaign is a Road Safety awareness initiative by Purvca Foundation that highlights the rights and safety of pedestrians and cyclists as equal and legitimate users of city roads. The campaign is based on a simple but powerful idea — “We too exist on the road” — and calls for greater responsibility and respect from all road users, especially motor vehicle drivers and riders.

The campaign was originally initiated by the first Bicycle Mayor of Surat, Late Shri Sunil Jain ji, and is now carried out in several Indian cities by Bicycle Mayors and partner organisations. While it began with a focus on cycling safety, the campaign today equally emphasises pedestrian safety, recognising that everyone is a pedestrian at some point in every journey.

Why This Campaign Is Needed?

Guwahati, like many Indian cities, is experiencing rising traffic volumes, higher vehicle speeds, and growing conflict at intersections and crossings. Despite traffic rules requiring vehicles to stop at signals, stop lines, and zebra crossings, violations are common. As a result, walking and cycling often feel unsafe, particularly for children, elderly people, women, and persons with disabilities.

Many adults who once cycled safely in their childhood now hesitate to allow their children to do the same. This reflects not only infrastructure gaps but also unsafe driving behaviour and lack of empathy toward vulnerable road users. The We Too Campaign therefore focuses on changing everyday attitudes and reminding people that safer streets depend on how each of us behaves on the road.

What the Campaign Focuses On?

• Key messages of the We Too Campaign include:

• Respecting traffic signals, stop lines, and zebra crossings

• Maintaining safe speeds within the city

• Giving priority to people crossing the road

• Recognising cyclists as legitimate road users

• Understanding that drivers are also pedestrians when they are not inside vehicles

• Taking personal responsibility instead of blaming others for unsafe conditions

The campaign promotes the idea that small changes in individual behaviour can collectively make cities safer for everyone.

How the Campaign Is Conducted

Earlier activities under the We Too Campaign in Guwahati have included:

• Group cycling along selected road stretches

• Direct interaction with motorists and the public

• Use of placards and safety messages displayed on cycles

• Placing awareness stickers on vehicles (with permission)

In addition to street-based engagement, the campaign also uses creative communication methods such as performing arts, including collaboration with mime artists, to communicate road safety messages in a visually engaging and language-neutral way, especially at busy intersections.

Link to the 5 E of Road Safety

The We Too Campaign primarily contributes to the Education (E) component of the 5 Es of Road Safety — Education, Engineering, Enforcement, Evaluation, and Emergency Care. By focusing on awareness, empathy, and responsible behaviour, the campaign supports long-term cultural change necessary for safer and more inclusive streets.