The awareness campaigns of the General Directorate of Traffic (DGT) usually focus their speech on caution while driving as the main tool to prevent accidents. On this occasion, and in view of the Easter holidays, the focus is on pedestrians and the impact that screens have on the correct and safe use of public roads.
The organization has launched the “Losing Your Life” campaign; designed by the creative agency Ogilvy, which at the beginning of 2025 was the winner of the advertising contest to manage the DGT’s Road Safety, internal communication and institutional communication campaigns for the years 2025 and 2026.
The title of the campaign establishes a relationship between constantly connecting to the digital environment to not miss anything that happens in the world, and how, by doing so, one can put one’s life in danger. The ad, produced by Be Sweet, shows a boy crossing a zebra crossing absorbed in the screen of his mobile phone, while everyday and other surreal things happen around him that fail to catch his attention. His reckless behavior ends with a very tragic end when he is fatally hit by a vehicle he did not see coming.
The campaign has the claim “You don’t want to miss anything and you end up losing everything”, which invites pedestrians to reflect on the importance of paying attention to what really matters if we don’t want to end up losing our lives. The DGT assures in a statement that one in three pedestrians crosses the street looking at their cell phone, without paying attention to their surroundings and multiplying the risk of being run over.
“Losing Your Life” is activated on March 24 and will be active until April 13 on television, print media, digital media and social networks. The campaign includes a graphic displaying the slogan over an image of a bloody hand holding a mobile phone with the screen shattered due to an alleged impact with a car.
It also has a spot that can be heard on radio and streaming audio platforms. It presents sounds of notifications, of fingers pressing the phone keyboard, or expressions typical of messaging applications, to end with a silence associated with an accident. The piece recalls the slogan and the data linked to misuse of devices while driving.
Wedge “Missing your life”
