Brisa Autoestradas launches new road safety campaign for the summer holidays

Brisa Autoestradas launches the second phase of its road safety campaign, “Brisa Autoestradas Calls for Your Attention”, on 13 July, focusing on summer travel. The campaign will run for five weeks throughout the holiday season, when journeys are longer and traffic volumes on the roads increase.

In this new phase, the main character is once again “Zé”, a driver whose behaviour reflects real-life situations that we may all encounter on the road and sometimes recognise in ourselves. With a touch of humour, Zé embodies distraction, inexperience and overconfidence, reinforcing a simple message: road safety depends on everyone’s attention.

In this phase, Zé is preparing to drive to the Algarve, providing an opportunity to remind drivers of the importance of paying attention not only to their own driving, but also to the behaviour of other road users.

Summer is a particularly demanding time on the roads, with heavier traffic, longer journeys and more vehicles on the move. During this period, behaviours such as speeding, mobile phone use, alcohol consumption, fatigue and failure to follow safety rules are particularly significant risk factors.

Around 90% of accidents are linked to human factors, and one in four accidents involves speeding. Using a mobile phone while driving can also increase the risk of an accident by up to four times, making attention behind the wheel a decisive factor in everyone’s safety.

Built around the creative concept “Brisa Autoestradas Calls for Your Attention”, the campaign serves as a year-round communications platform, with different phases timed to periods of heavier road traffic, such as Easter, summer and Christmas. The aim is to maintain a consistent message about the importance of paying attention while driving and encourage safer behaviour on the road.

According to Inês Oliveira, Strategic Marketing Director at the Brisa Group, “In summer, destinations change, but the importance of staying alert remains the same. Between holidays, short getaways and longer journeys, there are more people on the road and more unpredictable situations. In this new phase of the campaign, Zé is back to remind people of a simple idea: safe driving depends not only on ourselves, but also on our ability to anticipate and react to what is happening around us. Because paying attention is a small gesture that can make a big difference.”

The campaign includes a main film introducing the new creative phase, alongside three additional films with specific calls to action addressing some of the main risk factors on the road: alcohol, speeding and distraction caused by mobile phone use. Developed by the agency Stream and Tough Guy and produced by 78 Films, the campaign will run across multiple media channels, including television, radio, outdoor advertising, digital media, social media and the Brisa Group’s own platforms.