To recreate the last ride of cyclists who lost their lives in traffic accidents with self-driven bikes, reminding everyone that there is a life on every bicycle.

To achieve this, victims’ families gave us access to the real GPS data of their last rides, so we could reproduce them.

The action was launched on International Bicycle Day. Bicycles traveled the last routes of victims on the roads of Spain during the days before and after the official launch of the campaign. Additionally, during the week of the launch, the contents of the website were energized and people were invited to join the initiative: reporting and registering on a collaborative map all those dangerous hotspots for cyclists on Spanish roads. The campaign was launched nationwide (Street, Social Media and Website) having impact in both national and local media.

-More than 70M organic impacts in just one week.

-More than $ 800.000 earned media

-#Almasciclistas, 1 Trending Topic both Twitter and Facebook

-Average Time Spent on Site : 01:44

-The hashtag we created for the campaign, is being used by people on Twitter everytime a new cyclist have an accident on the road.

We created riderless bikes that surprise and concern our audience, creating a strong emotional reaction and redirecting them to the website of the campaign, where they can participate in the initiative by adding and sharing accident hotspots in a collaborative map.

Making bicycles self-driven was possible because of the data extracted from GPS devices of the victims. We used all this data, (speed, direction, heart rate…) to recreate cyclist victim’s last ride.

Last year, 650 cyclists were seriously injured and 58 died on Spanish roads.

We have noticed that although half of Spaniards use a bicycle frequently, and 1 in 10 does daily, there is no social harmony for coexistence between public roads users.

The challenge was to surprise a population used to our client's communications, which appealed to fear and the violent, negative consequences of accidents. Spaniards had been desensitized to this type of campaign, so we decided to take the campaign to the place where accidents happen: the streets.

Communication target: Public roads users

Strategic target: Motor vehicles and/or bicycles users.

We used two public organizations to spread the message.

- DGT: Traffic regulator organization that acts as generator and amplifier of the awareness messages.

- The Ministry of Interior: The Ministry itself and Minister, Juan Ignacio Zoido, as spokesman in press conferences and media interviews.

In Spain, there is still no culture of respect for bicycles and cyclists.

The arrival of public bicycle rental services has increased the number of daily cyclists to 3.8 million. This has led to a dramatic increase in accidents. In the last year, 58 cyclists died and 652 were seriously injured.