The DGT has just presented its summer road safety campaign to make drivers aware of the dangers of their behavior at the wheel. As every year, it does so around this time, just before the first big operation after the holidays starts. Not in vain are we at the gates of the period in which more long-distance journeys are made.
According to official data, between July and August 2022 there were 93.4 million journeys, in which a total of 225 people lost their lives. There were 225 victims who left home and never returned. With the aim of keeping this figure as low as possible, Traffic has prepared an awareness campaign focused this time on alcohol and the consequences that people who cause a fatal traffic accident live with.
The reason that has led the agency to focus the summer campaign on alcohol and its incompatibility with driving is because in the last year the number of drivers with the presence of alcohol in the agency in fatal traffic accidents has increased by 4 points. In 2019, the percentage was 25% and in 2022 it rose to 29%. When road accidents took place at night and on weekends, the percentage of drivers involved in fatal accidents with the presence of this drug increased by 7 percentage points compared to those registered in 2019.
Under the motto “When you kill someone on the road, you kill them every day of your life”, the awareness-raising action shows how risky behavior can make your life no longer your own and the underlying feeling of guilt haunting you every day after the traffic accident.
There are three different versions of the ad, with three different protagonists: Cristina, Martín and David. Each one of them maintains a brief dialogue with the person they killed on the road (Lolo, Juan and Carlos, respectively) and in which the emotional anguish, guilt, self-reproach, anxiety, post-traumatic stress that supposed to have killed a person in a traffic accident.
The campaign can be seen and heard from June 28 to September 7 on television, radio, print media, digital media, social networks, cinemas, and through a specific website for the DGT awareness action. Next, we show the three versions of the campaign.
Cristina fatally ran over Lolo, who was riding a bicycle. The -fictional- events occurred five years earlier, when she was driving drunk after a party.
David and Juan were lifelong friends, until one night when they had been drinking they had an accident with the motorcycle in which Juan died. Since then, 5 years ago, David’s guilt and the memory of his friend have tortured him.
Martín has lived with the memory of having killed Carlos when he was driving drunk for 7 years, but the hardest moment comes when his son finds out and asks him if it is true that he killed the father of another child.
