Reliance General Insurance’s Pink Star Rating initiative has rolled out an initiative to make travel safer for women. Through this, the company aims to empower women to travel solo with confidence and peace of mind.

Conceptualised by ^atom network, a film has been rolled out to explain the initiative. It features news reports from Vice, PTI, and others, highlighting incidents of harassment and malpractices faced by women globally and in India. It underscores how most women feel unsafe while travelling and poses a crucial question: if women were warned about unsafe locations, could they travel more peacefully? The film then introduces the Pink Star Rating — an initiative powered by an algorithm that evaluates safety based on the latest data from the National Crime Records Bureau, proximity to emergency services, public transport accessibility, and more. It concludes with a call to action, urging women to visit the initiative’s website and check a location’s safety rating — the more pink stars, the safer the destination.

What we think about it: The initiative takes a serious, no-frills approach to women’s safety, using news reports to highlight the dangers women face while travelling. While it raises awareness and provides a precautionary tool, it also underscores a harsh reality that women shouldn’t have to take such measures just to feel safe, as the root issues of crime and harassment persist. The initiative offers precaution, not a solution because the root problem of crime and harassment remains. It’s a well-intentioned step and one that highlights the need for larger systemic change.

The campaign was released across social media on 5 March.