Triple-S unveils holiday campaign urging safe, sober driving
Triple-S has launched a Christmas public-awareness campaign aimed at reducing alcohol-related traffic accidents during Puerto Ricoās extended holiday season.
Titled āThe best gift is arriving safe,ā the campaign focuses on the heightened risks associated with celebrations that stretch from Thanksgiving through the San SebastiĆ”n Street Festival, a period marked by heavier road traffic and limited transportation options.
The company said data show that three of every 10 traffic accidents during the holiday period involve drivers under the influence of alcohol. It added that about 40% of roadway fatalities in December and January are linked to drunk driving.
āAs a health, life, and property and casualty insurance company, we understand that prevention is an essential part of our responsibility on the island,ā said Gabriela MartĆn-Brandariz, senior director of marketing at Triple-S.
āThis campaign seeks to raise awareness about everyday decisions that have a direct impact on health, families and the lives of those who travel on our roads, especially during a time of celebration,ā she said.
The digital campaign was developed in collaboration with ContƔctica and uses familiar Christmas imagery to prompt reflection on the consequences of impaired and reckless driving. The visuals are being distributed on social media platforms and displayed on digital outdoor screens along major traffic routes.
āWe wanted to develop an idea that went beyond the traditional warning message and connected emotionally with audiences,ā said RenĆ© Baquero, chief creative officer at ContĆ”ctica. He said the campaign also aligns with Triple-Sā stated focus on community well-being.
Triple-S said the effort underscores the public health stakes of prevention during the holidays, noting that more than 60% of alcohol-related traffic deaths during this period involve people between the ages of 18 and 44, the demographic most active in seasonal celebrations.
