With summer in full swing, Spain’s General Directorate of Traffic (DGT) has launched a poignant campaign highlighting the fatal and irreversible consequences of drunk driving. The campaign, titled “When you Kill on the Road, you Kill every day of your Life,” aims to highlight the traumatic reality of living with the guilt and memory of taking a life due to driving under the influence of alcohol.

Drinking and driving is a lethal combination, leading to a significant increase in mistakes behind the wheel and a heightened probability of fatal accidents. With the onset of summer, nearly 50 million trips are made across the country, including long journeys, day trips, and visits to popular festivals. Coupled with a holiday mindset, this surge in travel could lead to a rise in irresponsible behaviour, such as drunk driving.

This campaign revolves around real-life accounts of individuals who have lived with the consequences of their intoxicated actions behind the wheel. The aim is not only to alert the general public but specifically to draw the attention of younger drivers to the severe repercussions of driving under the influence.

The campaign is being conveyed through various platforms, including TV and cinema spots, radio, press, outdoor, and digital media. Each features personal stories centred on two individuals: the living perpetrator who drove under the influence of alcohol and the deceased victim of their actions.

Additionally, a dedicated website provides an in-depth look at the personal stories of three campaign protagonists. Viewers can delve into the lives of Cristina and Lolo at todoslosdíasdetuvida.dgt.es, as an extension of the stories shared in the campaign. The stories highlight the pain of living daily with the guilt of killing someone due to irresponsible drinking and driving behaviour.

With this intense campaign, Sobre la DGT makes it clear: when you kill on the road, you kill every day of your life. The hope is that such a powerful message will inspire more responsible behaviour and, ultimately, save lives.

Find more from Sobre la DGT (Spain, June 2023) and visit campaigns website at https://todoslosdiasdetuvida.dgt.es/