Hypocrisy Doesn’t Fit on the Road: A Global Road Safety Campaign

We know incoherence meets our daily routine in different ways. Do you usually go to the gym, but use the lift to go to the 1st floor? That’s a small and mostly harmless inconsistency.

Do you know where you can’t be incoherent? On the road—because if you are, you’re risking your life and the lives of others.

That was the thinking behind ROADIS’ recent social media campaign to raise awareness about road safety. Since safety messages for drivers are often presented in the same way, ROADIS sought a more creative approach to shift user mindset. The result was two short videos—one aimed at light vehicle drivers, the other at heavy vehicle operators—designed for easy sharing on social media to reach end users directly.

These videos were distributed through ROADIS’ corporate profiles and those of its projects in India, Mexico, and Brazil. The effort is part of a larger global road safety campaign that also includes volunteer activities, radio outreach, and awareness events at toll plazas.

ROADIS is a world leader in the investment, development, operation, and management of road infrastructure. As the investment platform of the Public Sector Pension Investment Board (PSP Investments), ROADIS manages 1,596 kilometers of roads across six countries and three continents, employs more than 2,100 people, and oversees over €3.6 billion in managed investments—committed to building safer, smarter roads worldwide.