DJ Lockup: A Digital Crusade Against Drunken Driving in Assam

Assam Police's 'DJ Lockup' digital campaign targeting drunken driving amassed 154 million views, reducing accidents in Guwahati by 55%. The initiative gained widespread media attention and inspired similar campaigns across India, highlighting its effectiveness in behavior change and public safety.

Assam Police's innovative digital awareness campaign 'DJ Lockup' has garnered an astounding 154 million views, leading to a 55% reduction in road accidents in Guwahati, according to a senior official.

Revived as part of the 'No Regret New Year' initiative, 'DJ Lockup' quickly went viral in late December, earning widespread media coverage and establishing Assam Police as a pioneer in public safety campaigns, as noted by Special DGP Harmeet Singh.

The campaign's success extended beyond social media, significantly minimizing drunken driving incidents, especially on New Year's Eve, thereby preventing many potential accidents and saving lives.