We become aware of the dangers to cyclists when either we have an accident or it happens to people we are close to. When that accident is fatal, the victim is unable to convey his experience to others. By using geolocation data of victim’s last rides, we allow them to send a powerful message: there’s a life on every bicycle.

The victims’ families gave us access to the data of their last rides allowing us to program self-driven bicycles and for their last ride to be reproduced on a loop.

The emotional treatment of the data allowed us to transform the coldness of numbers and coordinates, into a tribute for those cyclists who couldn’t reach their destination.

With all this, we managed to raise awareness about the dangers and the need for all road users, from pedestrians to drivers, to have more empathy and respect for cyclists.

In this campaign, we use data in an emotional way. We gave soul to all those numbers, metrics and coordinates that represent the last rides of dead cyclists, in order to raise awareness among pedestrians, drivers and cyclists in a new and surprising way.

All that data was taken from real victims’ GPS and smartphones, and the last rides were reproduced on the roads. Data was also placed on the website in order to amplify the message, but only from victims whose families gave us permission.

Using data information, we managed to transform soul-less data and numbers into souls that can save lives.

The campaign creates a relevant story to the target because of the nature of the collected data. We transform cold and soul-less data and coordinates into a strong emotional message, to raise awareness and remind everybody that there’s a life on every bicycle.

Making bicycles self-driven was possible because of the data extracted from GPS devices of the victims. We used this data to recreate cyclist victim’s last ride. We also designed a site where the user could discover and "tour" the last rides of several deceased cyclists, read and listen to their stories and learn road safety tips. Users can also participate in the campaign by adding black spot locations in the site.

In Spain, there’s no culture of respect for bicycles and cyclists.

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