Initiative details
At Grupo Santalucía and its Agency Network, we are concerned about accidents caused by mobility and road safety issues.
Since 2021, we have gone beyond the business sphere of the Group. We aim to extend our concern, means, and resources to society, with a special focus on older adults, to raise awareness and educate senior citizens about road risks they face, especially in cities as pedestrians. We also want to make them protagonists of the change through active listening to their requests as road users, with the aim of improving mobility and safety in their environments.
To this end, we began senior road safety campaigns in 2021. The challenges we encountered and that shape the mobility of this group include:
7 out of 10 seniors live in cities with more than 10,000 inhabitants.
Walking is a common form of travel among older adults.
Psychomotor conditions can lead to incidents during travel.
40% of traffic fatalities occur in urban areas.
Of those, 69% are pedestrian fatalities.
The fatality rate in these accidents is 4.2 times higher than for the rest of the population, rising to 9.2 for those over 85.
Since 2021, we have gone beyond the business sphere of the Group. We aim to extend our concern, means, and resources to society, with a special focus on older adults, to raise awareness and educate senior citizens about road risks they face, especially in cities as pedestrians. We also want to make them protagonists of the change through active listening to their requests as road users, with the aim of improving mobility and safety in their environments.
To this end, we began senior road safety campaigns in 2021. The challenges we encountered and that shape the mobility of this group include:
7 out of 10 seniors live in cities with more than 10,000 inhabitants.
Walking is a common form of travel among older adults.
Psychomotor conditions can lead to incidents during travel.
40% of traffic fatalities occur in urban areas.
Of those, 69% are pedestrian fatalities.
The fatality rate in these accidents is 4.2 times higher than for the rest of the population, rising to 9.2 for those over 85.
Initiative date
Who was/is your target audience?
Public authorities
Adults
Seniors
Car drivers
Educational staff
Topic
Knowledge building and sharing
Provide alternative solutions
Training
Organisation details
GRUPO SANTALUCIA
Enterprise
Spain
MADRID
Contact name
MARIA TORREMOCHA NADADOR
Telephone number
+34691840654/+34608771077
maria.torremochan@sgs-santalucia.es
Website link
Project activities
If you work together with external partners, list the most important partners and briefly describe their role.
Our main partner is the RACE Foundation, which collaborates in the Road Safety and Sustainable Mobility project, offering advice and supporting the foundation’s goal: to reduce traffic accidents and their severe consequences, and to improve urban mobility and road safety.
Please describe the project activities you carried/are carrying out and the time period over which these were implemented.
Grupo Santalucía and its Agency Network, through the Health and Wellbeing Department, launched a Comprehensive Sustainable Mobility and Road Safety Plan. Among the activities included are senior road safety campaigns that began in 2021.
Each action aligns with specific target groups and their corresponding SDGs.
Some of the most impactful actions include:
Senior Road Safety on the Camino de Santiago- Santiago de Compostela, Sarria, Ponferrada, León, Burgos, Logroño -2021
Senior Mobility Campaigns- Móstoles (Madrid), Oviedo, Albacete- 2022
Participation in the Senior Fair- Albacete 2024
Each action aligns with specific target groups and their corresponding SDGs.
Some of the most impactful actions include:
Senior Road Safety on the Camino de Santiago- Santiago de Compostela, Sarria, Ponferrada, León, Burgos, Logroño -2021
Senior Mobility Campaigns- Móstoles (Madrid), Oviedo, Albacete- 2022
Participation in the Senior Fair- Albacete 2024
In terms of implementation, what worked well and what challenges did you need to overcome?
Overall, everything worked well. Evidence includes user satisfaction surveys, press articles, thank-you letters from City Councils, and invitations to participate again in future fairs.
To achieve these results, some challenges had to be overcome, but thanks to the effort of the entire team at Grupo Santalucía and its Agency Network, we met and even exceeded the objectives.
Challenges included:
Obtaining permits from City Councils to place the mobile unit and stands in prime locations (e.g., Plaza del Obradoiro in Santiago de Compostela)
Assembling and disassembling stands
Setting up the road safety circuit
Installing/exhibiting different vehicles to demonstrate safe actions: driver’s seat position, mirror adjustments, seatbelt use
Including eco-friendly vehicles
Organizing work teams
To achieve these results, some challenges had to be overcome, but thanks to the effort of the entire team at Grupo Santalucía and its Agency Network, we met and even exceeded the objectives.
Challenges included:
Obtaining permits from City Councils to place the mobile unit and stands in prime locations (e.g., Plaza del Obradoiro in Santiago de Compostela)
Assembling and disassembling stands
Setting up the road safety circuit
Installing/exhibiting different vehicles to demonstrate safe actions: driver’s seat position, mirror adjustments, seatbelt use
Including eco-friendly vehicles
Organizing work teams
Evaluation
Please summarise how you have evaluated the initiative’s impact (e.g. social media reach, survey, feedback forms, statistics).
To evaluate the impact, we considered:
Number of attendees with corresponding statistics
Evaluation survey with 9 questions; conclusions and statistics were drawn
Thank-you letters from participating City Councils
Press articles
Social media posts and comments (Twitter, Facebook)
Number of attendees with corresponding statistics
Evaluation survey with 9 questions; conclusions and statistics were drawn
Thank-you letters from participating City Councils
Press articles
Social media posts and comments (Twitter, Facebook)
What has been the effect of the activities?
At Grupo Santalucía and its Agency Network, we aim to align with SDGs related to road safety and mobility.
SDG 11.2 urges the provision of safe, affordable, accessible, and sustainable transport systems for all, with special attention to vulnerable groups, including women, children, persons with disabilities, and older persons.
SDG 3.6 aims to reduce road traffic deaths and injuries.
These senior-focused Mobility and Road Safety campaigns help to:
Promote road safety and sustainable travel
Raise awareness and educate about road risks, thus reducing accidents and minimizing consequences
Encourage governments to implement road safety policies to reduce accidents
Ensure that travel—on foot, public transport, or urban vehicles—facilitates communication between citizens and is not a life-threatening risk
SDG 11.2 urges the provision of safe, affordable, accessible, and sustainable transport systems for all, with special attention to vulnerable groups, including women, children, persons with disabilities, and older persons.
SDG 3.6 aims to reduce road traffic deaths and injuries.
These senior-focused Mobility and Road Safety campaigns help to:
Promote road safety and sustainable travel
Raise awareness and educate about road risks, thus reducing accidents and minimizing consequences
Encourage governments to implement road safety policies to reduce accidents
Ensure that travel—on foot, public transport, or urban vehicles—facilitates communication between citizens and is not a life-threatening risk
Please briefly explain why your initiative is a good example of improving road safety.
Awareness and education are key pillars of responsible and safe mobility. Engaging with the senior population, understanding their behavior and concerns as road users, helps administrations implement policies to reduce accidents.
Walking, using public or urban transport should enhance community communication, not pose a risk to human life.
Walking, using public or urban transport should enhance community communication, not pose a risk to human life.
How have you shared information about your project and its results?
Internally:
Presentations and meetings with Senior Management
Publications and regular news on the Santalucía Group intranet (Conexión)
Employee participation in campaigns
Support materials with simple, targeted messages in common areas (e.g., hallways, parking lots)
Email or intranet communications for specific risk periods (e.g., due to travel or weather)
Creation of flyers and brochures about road safety
Externally:
New road safety campaigns
Activity reports
Social media communications
Presentations and meetings with Senior Management
Publications and regular news on the Santalucía Group intranet (Conexión)
Employee participation in campaigns
Support materials with simple, targeted messages in common areas (e.g., hallways, parking lots)
Email or intranet communications for specific risk periods (e.g., due to travel or weather)
Creation of flyers and brochures about road safety
Externally:
New road safety campaigns
Activity reports
Social media communications
Supporting materials
