On 6 July, in Madrid, under the slogan “You’ve got one life left. Don’t lose it on the road”, the abertis foundation presented an innovative, educational, public awareness campaign. Aimed at drivers under 30 years of age in the Community of Madrid, this action had already been conducted in Catalonia the previous year, and was implemented over two weekends in the month of July. During this period, volunteers from the Spanish Red Cross accompanied by the Civil Guard and the Municipal Police of Madrid carried out breathalyser tests close to nightlife areas in the Autonomous Community and in the capital itself. Those young drivers who tested negative were given a pamphlet with advice on safe, responsible driving. The pamphlet included a Madrid Culture Card, permitting access to over 40 museums in the Autonomous Community, and access to promotions in the cultural tourism offer. This entailed taking part in a draw, the winner of which would enjoy an English language course in Ireland.
The action was complemented with a microsite for raising awareness among young people of the main causes of traffic accidents in an educational, entertaining manner.
The initiative aims to link responsible driving with culture and education; i.e. responsible leisure. The abertis foundation believes that road safety depends more on education and values than on skill behind the steering wheel. Mention should also be made of the wide range of collaborators in the campaign, working jointly in favour of road safety: government agencies (Ministry of the Interior, Directorate General of Traffic, Civil Guard, Madrid City Council and the Municipal Police of Madrid), non-profit making organisations (Spanish Red Cross, National Paraplegics Hospital in Toledo) and companies from the abertis Group (abertis autopistas, abertis telecom, castellana, iberpistas and saba).