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IntroductionThe relationships between above-the-line (ATL) and below-the-line (BTL) communication and advertising strategies have been studied in many fields and procedures. Likewise, the interrelationships between both communicative typologies, when they exist, either strategically induced or spontaneously, are also known concerning their reinforcing effects. However, in the social communication field, specifically road safety communication, these interrelationships have been little studied, and few case studies have been done, particularly of those that have stood out as particularly significant.MethodsThus, this paper investigates the implementation process of an ATL awareness campaign of the Spanish Traffic Authority (DGT-General Directorate of Traffic) through the analysis of key digital reach indicators.ResultsDespite the foreseeable limitations of this research regarding the repercussions and positive impact on society of the DGT communication campaign, it is nevertheless a contribution of interest regarding the digital impact that has been generated in networks (BTL communication) from a DGT campaign broadcast on various media such as television, radio, posters, and social networks.DiscussionThus, from a methodology based on an exact delimitation (two DGT TV spots -from 2022- generating a quantitative activity on X (formally Twitter) that had never before produced DGT spots), significant conclusions and results have been reached related to issues of age groups, loyalty and distortion of messages, communication impact strategies, among others.

Among the most generalised preventive measures against traffic crashes, advertisements and broadcast campaigns in the media have stood out over the last six decades. The core aim of this paper is to describe the evolution of the subject matter and typology of road safety-related advertisements used in Spain during 62 years (1960–2021). Thus, this paper assesses their role in reducing road fatalities, while keeping in mind the potential effect of the many other road safety-related preventive measures carried out in the country during this period. The results of this study allow us to target five key time periods, all of them with clear particular communication strategies to be differentiated, using specific types of advertisements and informative, persuasive, emotional, and humorous techniques (among others) to reach the audience. Additionally, some key practical implications and guidelines are provided.