#NoTeHagas (Don’t play dumb), the Aleatica Foundation campaign which aims to transform risky mobility habits and began by focusing on motorcyclists in the State of Mexico, was recognized as the winning project at the 2026 AMCO Awards, in the Communication Architecture Division, in the External Communication and Reputation Strategies category.
The campaign is aligned with the goal of the United Nations Second Decade of Action for Road Safety to reduce traffic-related deaths and serious injuries by 50 percent by 2030. Based on evidence, it uses humor and straightforward language to help people recognize and change their own risky behaviors.
How did #NoTeHagas come about?
The campaign arose from the First National Survey on Perceptions of Road Safety, conducted by the Aleatica Foundation in collaboration with the University Institute for Traffic and Road Safety Research (INTRAS) at the University of Valencia and SIMO Consulting.
The survey revealed a gap between the actual scale of traffic accidents and people’s perceptions. Ninety-seven percent underestimated the number of traffic fatalities, believing it did not exceed 100 per year. Furthermore, although people recognized risky behaviors on the road, they tended to attribute them to others while rating their own driving as safe.
Based on these findings, the #NoTeHagas campaign addressed everyday situations such as speeding, using a cell phone while driving, or not wearing a helmet on short trips, to help people recognize these behaviors and change decisions that increase risk on the road.
How do we get the message across to people?
In its first phase, which focused on motorcyclists in the State of Mexico, #NoTeHagas used a variety of channels to bring the message to their daily routes and spaces:
- Digital content.
- Content creators specializing in motorcycling.
- Media outlets.
- Outdoor advertising on billboards, buses, and booths along the Circuito Exterior Mexiquense.
The initiative also involved partners such as ITDP, the FIA Foundation, and the Helmet Coalition, in addition to content shared by the Government of the State of Mexico.
The content also included practical information on the use of certified helmets, safety while driving, and recommendations for safe motorcycle travel.
What results did we achieve?
#NoTeHagas surpassed 550 million interactions:
- 15.6 million users reached digitally.
- 5.8 million interactions on Meta.
- 47 media publications, 16 of which were in high-impact media outlets.
- Television and radio interviews.
- An estimated reach of 55 million people through media coverage.
What does this recognition mean?
With this result, the Aleatica Foundation has won an AMCO Award for the second consecutive year for its road safety communication strategies.
#NoTeHagas was designed from the outset to adapt to different behaviors, audiences, and mobility contexts, so it will continue to feature new content on risk factors for motorcyclists and initiatives to extend the campaign’s lessons to other audiences.
For more information, visit: https://www.fundacionaleatica.org/notehagas/
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