Despite higher safety standards in the automotive industry, the number of people who lost their lives in road accidents in Spain increased dramatically over the past year. Many of Spain’s roads remain dangerous, claiming countless lives each year and leaving behind shattered families.

Awareness of the potential dangers—and the urgent need for not just safer roads, but safer driving—remains low, allowing these tragedies to continue.

With this campaign, HeimatTBWA\ aimed to raise awareness of the issue, help prevent accidents, and simultaneously honor the victims.

StopAccidentes launched Memorial Route, a digital movement aimed at changing road culture and driver behavior. Using Google Maps—the world’s most popular navigation tool—they empowered relatives of accident victims to add a “Missing Place” at the exact location of a fatal accident and name it after their loved one.

The pins transformed from emotional memorials into practical warning signs for drivers. When drivers see these pins on their route, they’re confronted with the reality of road accidents and the human lives affected: a powerful incentive to drive more cautiously and adhere to traffic laws, ultimately preventing future accidents.

To support the campaign, HeimatTBWA\ created a website to collect all these tributes in one online memorial. The real stories of Natalia, Pablo and so many others are more powerful than any traffic campaign and can save more lives.