Spain is facing a worrying trend: more and more pedestrians are ignoring their surroundings, crossing streets while glued to their smartphone screens. This not only increases the risk of accidents but also puts the safety of all road users in danger. A new DGT campaign, launched ahead of Semana Santa, highlights just how dangerous it is to be distracted by your phone—even for a few seconds.
According to El Pais, the DGT initiative aims to draw attention to an issue affecting one in three pedestrians in the country. Organizers point out that the habit of looking at your phone while crossing the street leads to a loss of awareness and can end in tragedy. The campaign uses striking visuals and the slogan “No quieres perderte nada y terminas perdiéndolo todo,” alongside the hashtag #PerderseLaVida, to send a clear message: inattention can cost lives.
Real stories and new approaches
In a TV and online ad, already broadcast, a young man is completely absorbed in his phone as he crosses a pedestrian crossing. Around him, unusual and even absurd events take place—from a celebrity chase to dancing girls—but the protagonist notices nothing but his screen. The ad ends shockingly: the pedestrian is killed by a car he failed to notice. This approach is designed to provoke an emotional response and encourage viewers to reflect on their own habits.
The campaign will run until April 13 and will cover all major media channels: television, radio, print, digital platforms, and social networks. Production was handled by Be Sweet and Ogilvy, ensuring high-quality execution and broad reach. As El Pais notes, the DGT is focusing on vulnerable road users—pedestrians, as well as motorcyclists, cyclists, and users of VMPs (including electric scooters).
Impact on society and response
The rising number of accidents involving pedestrians distracted by gadgets is raising concerns not only among authorities but also among safety experts. According to russpain.com, such campaigns can change people’s behavior if reinforced by real measures, such as stricter controls or educational programs in schools. Notably, the DGT is not limited to issuing warnings but seeks to engage the public in addressing the issue.
Context and recent developments
In recent years, Spain has seen a rise in traffic accidents involving pedestrians distracted by mobile devices. In major cities such as Madrid and Barcelona, municipal authorities are already testing special road signs and markings that warn about the risks of using phones at crosswalks. Some regions are considering introducing fines for such behavior. Similar campaigns have been carried out in other European countries, where this issue has also become significant. Road safety remains a priority for Spanish authorities, especially during periods of mass travel, such as Semana Santa or the summer holidays.
