Marketing to LatAm: Pilotos por la Seguridad Vial Campaign

The “Pilotos por la seguridad vial” campaign will be aired in several countries in Latin America across Pay TV channels. It also will be featured on social networks and other online platforms.

“Pilotos por la seguridad vial” is promoted by Latin American private and public institutions, including the International Automobile Federation (FIA), FIA Mexico, Carlos Slim Foundation, TELMEX Racing Team, and the Mexican Red Cross.

The Objective

The campaign aims to generate conscience to avoid the loss of lives through car accidents, encouraging responsible road behavior.

Statistics(*) are very clear: more than 1,3 million people lose their lives every year in road accidents worldwide. In Mexico, there are up to 50 million injured and 16,000 deaths per year are due to road accidents, which are the main cause of death in youngsters and children between the ages of 5 and 29 in the country. 90% of all road accidents can be prevented.

The campaign aims to create awareness through essential recommendations for safe driving:

  • Always wear your safety belt
  • Do not exceed speed limits
  • Avoid drinking alcohol if driving
  • Do not use your cell phone while driving
  • Ensure the proper operation of your vehicle


The campaign will be aired across Latin America via Pay TV. Fox International Channels Latin America announced its support to the campaign that will be featured across its Pay TV channels portfolio, including FOX, FOX Sports, FX, Nat Geo, FOX Life, Utilísima, Cinecanal, and Film Zone, among others, as well as featured on all online platforms and social networks.

Five 30 seconds spots starred by five of the most renowned Mexican drivers – Luis “Chapulín” Díaz (American Le Mans), Memo Rojas (Grand Am), Ricardo Pérez de Lara (Súper Copa Telcel), Rubén Rovelo, and Daniel Suárez (both from NASCAR Mexico, were filmed by FOX Spots in Mexico and post-produced in Colombia. Entirely filmed in HD.

Sound track

The sound track combines sounds made by the drivers and music composed by FIC Latin America Creative Solutions Department’s in-house musicians.

(*) Source: