The Dirección General de Tráfico (DGT) has unveiled its annual summer awareness campaign, focusing on the impact of alcohol consumption among drivers involved in fatal traffic accidents.
Through a series of compelling stories, the campaign aims to highlight how risky behaviour can alter lives forever and haunt individuals with guilt long after the accident.
Increasing presence of alcohol in fatal traffic accidents
According to recent statistics, the percentage of drivers with alcohol in their system involved in fatal traffic accidents has risen by 4 points in the past year. In 2019, the figure stood at 25%, whereas in 2022, it escalated to 29%. Notably, when accidents occurred during nighttime and weekends, the proportion of drivers with alcohol presence increased by 7 percentage points compared to 2019.
“When you kill someone on the road, you kill them every day of your life”
Under the thought-provoking slogan “When you kill someone on the road, you kill them every day of your life,” the campaign underscores how a single act of recklessness can forever alter one’s own life, burdening them with guilt and emotional distress. Through three chosen characters—Cristina, Martín, and David—the campaign delves into the lasting emotional anguish, self-blame, anxiety, and post-traumatic stress caused by causing a fatal traffic accident.
Multi-channel visibility for the campaign
Starting from June 28th to September 7th, the campaign will be disseminated across various media platforms, ensuring broad visibility among the English-speaking population in Spain. The campaign will be accessible through television, radio, print media, digital platforms, social media channels, cinemas, and the website todoslosdiasdetuvida.dgt.es.
With its focus on alcohol-related traffic accidents, the DGT’s summer awareness campaign aims to remind drivers of the irrevocable consequences of their actions. By incorporating relatable narratives and emphasizing the enduring emotional burden, the campaign strives to instill a sense of responsibility among individuals and encourage safer driving habits.
