Antena 3, one of the most important media groups in Spain (TV and Radio channels) decided to join the fight against traffic accidents. The challenge was to create a road safety campaign that would remain relevant over time.The objective, as Maurizio Carlotti (CEO of Antena 3 Group) said was, “We’ll be satisfied if we contribute to save at least a life”.We didn’t need another conventional safety road campaign. We needed a brand to define not only a message, but also an exemplary attitude to be followed. So, we created the “Ponle Freno” (Put a Stop) campaign. We arranged TV spots, radio ads, print and billboard pieces and a website www.ponlefreno.com. At the same time, all Antena 3 media began using the symbol and the attitude in their content.The outcome: less than a year later Ponle freno had become a social movement that contributed to keep the number of victims by traffic accidents in Spain to historic minimums.Ponle Freno also achieved something that no one else achieved before: It actually changed the law.

On March 27th 2008 the brand Ponle Freno was presented in a press meeting.Since that day, TV spots, radio ad, print and billboard pieces were implemented next.Also from the first day, a telephone number was made available for all road safety reports: 902 333 313 and also a website: www.ponlefreno.com.At the same time, all Antena 3 media began using the symbol and the attitude in their contents. In Antena 3 Television, Onda Cero Radio and Europa FM, Ponle Freno was in the News, TV contests, Entertainment programs, and even in TV serial’s scripts.On October 10th 2008, the “Plataforma Para la señalización de los Puntos Negros o Tramos Peligrosos” was launched - A Ponle Freno campaign that looked forward for the support of the citizens to ask the government to signpost the black spots on the roads. The campaign included all the media mass above and we also asked for citizen signatures on the website www.ponlefreno.com.

Decrease in the number of victims- 20.4% in comparison to the year before.1,200 citizen’s reports sent to DGT by the 902 333 313 telephone number.2,000,000 signatures collected in 3 months to ask the government to signposting the black spots.Ponle Freno changed the law. The government built up a plan to point out the Black spots with a 1,200 million Euro budget.