NEW DELHI: The Indian government is turning to Facebook and Twitter as it seeks to reduce the number of fatal accidents on the country's roads, arguing these platforms have an increasingly important role to play in communications.

As part of its effort to reduce the number of casualties by 50% over the next three years, the Ministry of Road Transport, in alliance with the Highways and International Road Federation, will employ a number of Web 2.0 portals to spread its key campaign messages.

KK Kapila, vice chairman of the latter body, said "for generating mass awareness about road safety, apart from using traditional media tools including advertising, billboards, posters, modern web based social networking tools that include Facebook, blogs, Twitter and YouTube will be used to spread knowledge of road safety."

According to the two organisations, India is currently responsible for some 10% of all deaths related to road accidents around the world.

Data sourced from Hindustan Times; additional content by WARC staff