Urmi Group puts children’s messages on trucks to promote road safety

Children’s drawings are taking to the roads as Urmi Group turns its commercial vehicles into moving reminders for safer driving. The group has begun displaying artwork by drivers’ children, along with messages urging their fathers to drive carefully and return home safely, as part of an initiative to strengthen road-safety awareness among drivers, according to a press release.
The move comes against a backdrop of significant commercial-vehicle involvement in road accidents. Bangladesh Road Transport Authority (BRTA) data for 2023 show that trucks and covered vans were involved in 1,389 of 7,837 vehicles recorded in road accidents, while pickup vehicles accounted for another 370. Together, they represented around 22% of the total.
The initiative was inspired by Japan’s Children’s Museum Project, where transport company Miyata Unyu displayed drivers’ children’s drawings on trucks. The company later reported a roughly 40% fall in accidents over six years after artwork was placed on 87 vehicles.
Asif Ashraf, managing director of Urmi Group, said the drawings can provide drivers with a constant reminder that their families are waiting for them at home.
Urmi initially tested the initiative on a limited number of vehicles and is now expanding it across its transport operations.