Abertis Foundation Launches International Road Safety Campaign to Address the Hidden Risks of Driver Drowsiness

Abertis Foundation Launches International Road Safety Campaign to Address the Hidden Risks of Driver Drowsiness

(IN BRIEF) The Abertis Foundation has launched a new campaign titled “Hi, I’m Juan, let me buy you a coffee” to highlight the dangers of driver drowsiness, a major yet often underestimated cause of road accidents. Introduced in Madrid, the initiative uses a powerful, real-life-inspired narrative to show how fatigue can lead to serious and sometimes irreversible consequences for drivers and others on the road. Developed in partnership with key organizations such as Autopistas, the Directorate-General for Traffic, Repsol, AdSalutem Instituto del Sueño, and Institut Guttmann, the campaign combines expertise in health, prevention, and road safety. It was presented at a high-level event bringing together public and private sector leaders to discuss solutions, including stronger regulation, innovation, and awareness initiatives. Scientific findings underline the risks, showing that lack of sleep can impair driving ability to levels comparable to alcohol consumption. With plans to expand the campaign internationally, the Foundation aims to strengthen global awareness and contribute to reducing accident rates through education and shared responsibility.

(PRESS RELEASE) MADRID, 15-Apr-2026 — /EuropaWire/ — The Abertis Foundation has introduced a new road safety awareness initiative titled “Hi, I’m Juan, let me buy you a coffee,” aimed at drawing attention to the dangers of driver drowsiness—an often overlooked yet critical factor behind many road accidents involving both private motorists and professional drivers.

Unveiled in Madrid on 14 April 2026, the campaign is built around a narrative inspired by real-life situations. Its central audiovisual piece illustrates how fatigue at the wheel can quickly escalate into hazardous driving conditions, ultimately leading to severe and irreversible consequences not only for the driver but also for other road users and highway maintenance personnel.

This initiative reflects the Foundation’s broader efforts to encourage safer and more responsible mobility practices. It was developed in collaboration with Autopistas, along with several key partners including the Dirección General de Tráfico, Repsol, AdSalutem Instituto del Sueño, and Institut Guttmann. Together, these organizations contributed expertise spanning health, prevention, and road safety.

Elena Salgado, President of the Abertis Foundation, emphasized the urgency of addressing fatigue behind the wheel, describing drowsiness as a hidden threat that can affect any journey. She highlighted the importance of encouraging drivers to recognize early warning signs, take breaks, and prioritize rest as essential measures to reduce accident risks. She also reaffirmed the Foundation’s long-standing commitment to preventive initiatives developed in cooperation with both public institutions and private-sector partners.

The campaign was formally presented during an event titled Driver drowsiness a collective road safety challenge, which gathered policymakers, industry leaders, and subject-matter experts to discuss strategies for reducing fatigue-related accidents and strengthening safety education.

Among the speakers were Pere Navarro, Director-General of Traffic; Antoni Esteve, President of AdSalutem Instituto del Sueño; Daniel Vilanova, Director-General of Autopistas; and Carlos Folchi, President of FENADISMER. Discussions focused on the need for stronger regulatory frameworks, increased innovation, and closer collaboration between public and private stakeholders. Rocío Báguena, Secretary General for Land Transport, concluded the event by underlining the importance of complementing infrastructure improvements with awareness campaigns and shared responsibility initiatives to enhance overall road safety.

Pere Navarro pointed to broader societal habits, noting that insufficient sleep has become a widespread issue with direct implications for road safety. He stressed that fatigue should be treated not only as a traffic concern but also as a public health challenge.

The Abertis Foundation plans to extend the campaign internationally across the countries where the Group operates, seeking to amplify its reach and contribute to safer, more efficient, and more responsible transportation systems worldwide.

Globally, road traffic accidents remain a major concern. Data from the United Nations indicates that approximately 1.3 million people lose their lives each year due to road incidents, with significant economic consequences for many countries. Despite this, driver drowsiness continues to be under-recognized by the public as a serious risk factor.

Scientific evidence reinforces the campaign’s message. Research highlighted by experts from AdSalutem Instituto del Sueño shows that driving after fewer than five hours of sleep significantly diminishes reaction time, attention span, and decision-making abilities. The level of impairment can resemble that of drivers with blood alcohol concentrations between 0.05 and 0.08, increasing the likelihood of severe accidents such as run-off-road crashes and rear-end collisions.

Through this initiative, the Abertis Foundation continues to advance its mission of improving road safety, supporting research in mobility, and promoting awareness among key groups, including children, young drivers, and transport professionals.

Media Contact:
Abertis Communication
Tel. (+34) 91 595 1073 / abertis.comunicacion@abertis.com Communications Agency (Román)

Estefania Pino | e.pino@romanrm.com | Tel. 602 255 427
Anna Vidal | a.vidal@romanrm.com | Tel. 626 068 201
Estefany Angulo | e.angulo@romanrm.com | Tel. 652 908 023

SOURCE: Abertis Foundation