LOOK BOTH WAYS – A new public service campaign to engage people in changing their behavior on the roads

(June 2022)

Look Both Ways wins Hatch Awards Merit Award

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(February 2022)

Interactive experience and public service campaign look to save lives on US roads

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Fundación MAPFRE and the Massachusetts Department of Transportation launch a new public service campaign that challenges the stereotype of a typical “Massachusetts driver” by encouraging people to be “aggressively nice” on the road. The aim of the campaign is to engage people in changing their behavior on the roads.

The campaign is part of an effort to reduce road-related injuries and fatalities, particularly as pandemic restrictions are lifted and people get back on the roads for holidays travel. The new Look Both Ways program this year continuous supporting the Goal Zero vision and encourage drivers, passengers and pedestrians to think twice about their behavior and look out for each other.

Fundación MAPFRE is proud to work with MassDOT to help share this important campaign and message, as more people hits the roads this summer. The first priority is ensuring that members of the public safely reach their travel destinations.

In addition to the PSA, Fundación MAPFRE is planning a Look Both Ways Road Tour, bringing an interactive road safety program to high schools, colleges and public events across Massachusetts and Connecticut. The program features React Challenge, a digital gaming experience that tests users’ reaction time when faced with obstacles on the road. The tour also includes a custom art installation by Jason Tetlak. The PSA and interactive campaign aim to change people’s behavior on the road by changing their perspective, using a unique combination of education and empathy.