“Mobilità Sicura” is a road safety project in Italy that aims to reduce traffic crashes and help achieve the PNSS 2030 target of halving deaths and serious injuries by 2030. The initiative is run in collaboration between the Department for Policies against Drugs and Other Addictions, the National Association of Italian Municipalities (ANCI), and the Union of Italian Provinces (UPI). It involves 10 metropolitan cities and 20 provinces that are more exposed to road crash problems, with a strong focus on raising awareness about the main risk factors, especially alcohol and drug related crashes. Young people are a key target group, but the work also includes professionals such as law enforcement, local police, health staff, and school staff.

In the Province of Brescia, “Mobilità Sicura” has been presented as a communication campaign using videos and posters, alongside a wider set of on the ground actions. The province says it received a €100,000 contribution through a dedicated call, as part of the national framework promoted with support from the Presidency of the Council of Ministers, UPI, and the Department for anti drug policies. The campaign is linked to longer running local work, including collaboration with the association “CONdividere la Strada della Vita” and the Memorial Giorgio Botti, created in memory of a young passenger killed in a road crash, with an emphasis on the idea of the “aware passenger”. The Brescia material also points to concerns about rising use and abuse of alcohol and drugs, referencing the Department’s 2024 annual report to Parliament on drug addiction, and the higher exposure of young people to this risk.

A notable choice in Brescia is the campaign concept and tone: “Alcohol, or substances, alter us even when we speak or write, imagine when we drive.” The creative work by the Dexa agency was supported by psychologists and educators from the “Gli Acrobati” consortium, and the stated aim was to avoid overly explicit or violent imagery that could trigger avoidance or denial among teenagers, while also avoiding bland, moralistic messaging. The communication push was scheduled for November to align with the UN World Day of Remembrance for Road Traffic Victims (the third Sunday of November, which in 2025 fell on 16 November), and distribution was planned through institutional websites and social channels, schools, municipalities, libraries, and local associations, plus printed posters across the provincial library network. The broader project in Brescia also includes safe driving courses, school based education involving people with disabilities and families of road victims, and intensified evening and weekend controls with breathalysers and drug testing kits, against a backdrop of reported local figures for 2025 (59 fatal crashes and 59 victims from 1 January to 31 October, including 11 victims aged 16 to 24, and a majority of victims described as vulnerable road users).

Find more from Anci Comunicare (Italy, 2025)