The Province of Brescia has launched a new awareness campaign focused on road safety, aimed at combating driver distraction, one of the leading causes of accidents. Promoted in collaboration with the Association “Condividere la Strada della Vita” and the Italian Association of Families and Victims of Road Accidents, this initiative seeks to educate drivers and motorcyclists on the importance of maintaining high levels of concentration while driving, especially during daily commutes. The campaign was unveiled on the eve of the “World Day of Remembrance for Road Traffic Victims,” scheduled for November 17, 2024, and will utilize digital and social media channels to reach a broader audience.
Recent data shows that, despite a decrease in road traffic fatalities in the Brescia area (-25.6% since 2019), the statistics remain concerning, with 52 recorded victims since the beginning of the year. A significant percentage of these victims falls within the 16-24 age group. The campaign encourages reflection on driving behavior and emphasizes that over 90% of accidents are attributable to driver conduct. Through a non-threatening approach, it aims to foster greater responsibility among road users, promoting messages such as “You have your whole life to be distracted; don’t do it while driving.”
