One of the main DGT campaigns is for journeys over holiday periods. At Easter there are over 14 million long distance journeys over a very short period of time, between 4 days and a week at the most. Over the Easter period in 2018, 31 people lost their lives in 28 accidents on intercity roads, from Friday 23 March when at 15:00 the special traffic police presence began and lasted up until 2 April. Fortunately since the year 2006 there has been a continuous drop in the number of deaths with some small rises, which has meant that over the last 12 years the number of road deaths has been reduced by 71% at Easter. The figure for 2018 is the third lowest since 1960.

It’s less than 2 months until Easter.

"Top holiday spots" tries to surprise the viewer with a tone and format that is completely different, similar to what is used in some travel programmes. The destinations of these holidays could be unexpected. The campaign is set out as a platform for content on a website with 18 pieces in an episode style of these unusual holiday destinations. The idea is to get viewers to reflect with a provocative headline: "there are some places you never thought you'd go, and you could go there over this holiday. Are you coming? And we're not exactly referring to the beach.

Appeal directly to people: Make them see in the most impactful way that they could be one of the victims of traffic statistics at Easter. When you are going to go on a journey you think you are going to have a good time, rest, visit places , etc, but dying surely isn’t part of your plans, however it’s possible if you don’t obey the rules.

Reveal something that is obvious that we never think about:

When it comes to a trip, we think about everything that we’re going to do, what we’re going to visit and enjoy, but we never think that we could die.

Anticipating the number of deaths and injuries so that they work as an alert, giving people a nudge with the aim of reducing them.

SOCIAL STRATEGY: The aim of social media in this campaign will be to share support content that generates interest, to ge tour public onto the campaign website and discover all the TOP 5 Holiday Spots material. What’s more, apart from the content of our campaign, we will use our social media channels to educate through different static pieces.

• Timeline:

Taking advantage of the media buzz that the DGT press conferences cause, which traditionally take place before Easter to present the operation that will take place , to launch our campaign.

• Placement:

Our target is very wide: all drivers and passengers, practically everyone. So, apart from traditional channels (so as not to exclude anyone), we suggest creating a TV programme in the purest Netflix style.

• Scale:

We thought about treating it like the launch of a new travel programme using out of home, social media, digital.

TBD – Although most importantly the number of deaths has fallen by 13% in respect to the same period last year, with an increase of 3.3% in traffic and what’s more with bad weather.