The General Directorate of Traffic (DGT) will launch tomorrow a striking campaign to raise awareness about distractions while driving, using an advertisement that shows a slow-motion crash in which two people die. This approach marks a change from previous campaigns, focusing on the seriousness of not complying with traffic rules. The advertisement, lasting more than a minute, shows a head-on collision caused by a driver who, distracted by his mobile phone, crosses into the oncoming lane, colliding with a vehicle in which a mother and her daughter were traveling, who die instantly. Under the slogan "In a traffic accident you can die or lose your life," the campaign aims to demonstrate that an accident not only can be fatal for the victims, but also carries lasting consequences for the offender.
Backed by a cinematic and emotive style, the initiative is designed to move and challenge the public and will be present across various media outlets and digital platforms for two months. The DGT highlights that one in three fatal accidents is due to distractions, especially the use of mobile phones while driving. In addition to the legal consequences, such as convictions for involuntary manslaughter, the advertisement highlights the psychological impact on the drivers responsible for these accidents. This communication effort, produced by Rome for Ogilvy, includes a wide range of audiovisual pieces and other formats that will be distributed until December 14, with the purpose of emphasizing that road safety is a shared responsibility.
Read the full news article on The Country.
