Ogilvy Madrid and Spain's Directorate-General for Traffic have created a new awareness campaign that reflects on the cost of recklessness on the road. The initiative presents an uncomfortable truth: in an accident, one not only risks their own life, but also the possibility of continuing to live with a peaceful future. The central film portrays the torment of a person who, after causing an accident in which two people died, is forever marked by the emotional and moral burden of having been responsible for the tragedy. The campaign shows how, even if you survive, if you are the cause, your life also remains on the road.