WE HAD A CHALLENGE: sign up to, and form part of, the United Nations awareness campaign on the need for suitable speeds on our streets and highways in order to save lives. WE HAD A GOAL: engage all those in Fundación MAPFRE and MAPFRE in pooling their reasons why we should slow down. WE HAD A DREAM: manage to make it something personal
TEXT: PAULA SUSAETA
This is a tale of the enthusiasm of a great many people around the world who came together to support a cause that saves lives, with the goal of making a great impact and feeling part of a truly human – yet also really useful – message.
We were seeking the involvement of everyone at different levels. Each person had to decide what the reason was for asking for speed to be controlled and reduced. These individual messages were turned into images, the images into video clips, and these clips became the cornerstone of the launch and closure of the week-long campaign in the social media profiles of MAPFRE and Fundación MAPFRE. Throughout the week, the two videos prompted the publication of comments on the subject and, as the United Nations was doing, each person was invited to share their reason to #SlowDown from their personal profile.
The ultimate goal was to raise awareness among the public regarding the importance of reducing speed to prevent traffic accidents. The feeling of forming part of something bigger, with more strength and repercussion, is one of the hallmarks of this action. Because it is the journey that is always worthwhile, and the surprise and the best things are always around the corner.