INS seeks to reduce traffic accidents with its “Prevention is Action” campaign

QCOSTARICA — The increase in traffic accidents on Costa Rican roads continues to be a cause for concern for the State insurer, Instituto Nacional de Seguros (INS) and given the impact that these events have on society, is reinforcing its commitment to road safety through a new phase of its prevention campaign.

Therefore, starting this month, the INS is launching the second stage of its “Prevenir es Actuar” (Prevention is Action) campaign, with a clear and direct message: “Conducir no es un juego” (Driving is not a game).

The INS initiative seeks to call for responsibility and awareness on the roads, highlighting that driving a vehicle implies taking this activity seriously and taking care of all the details that could make the difference between life and death.

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The campaign includes wide dissemination on billboards, social networks, buses, radio stations, cinemas, and press media.

Through striking visual and audio messages, the INS seeks to generate deep reflection in drivers and pedestrians on the importance of respecting traffic rules, using seat belts and respecting speed limits.

“Prevention is Action seeks to remind that a (traffic) accident can happen at any time and we do not want more people to be part of this unfortunate statistic,” said Gabriela Chacón, executive president of the INS.

Messages that save lives

The campaign’s content, designed to reach all types of audiences, focuses on the main causes of traffic accidents, such as speeding, distraction while driving and not wearing a seat belt.

The strategy is based on the creation of impactful and memorable messages and seeks to inspire a real change in driving habits.

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In addition to traditional platforms, the INS chose to strengthen its presence on social networks, where videos and testimonies of accident victims will circulate, such as Alex and Rebe, a couple whose dramatic experience after a road accident continues to move the audience.

“Their story, already known in previous campaigns, serves as a reminder of the high cost that recklessness can have while driving. Alex and Rebe tell how a simple oversight changed their lives forever, a warning that will resonate with drivers, passengers and pedestrians alike,” Chacón said.

Alarming figures

1.19 million people die annually due to traffic collisions in the world, as detailed by the World Health Organization (WHO), which also points out that these types of incidents not only have devastating consequences for the victims and their families but also generate long-term economic, social and psychological effects.

In Costa Rica, traffic accidents represent one of the main causes of death and serious injuries. This, combined with the increase in the vehicle fleet and the reckless behavior of some drivers, underlines the urgency of taking effective measures to mitigate this problem.

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This effort by the INS is part of its social mission of not only offering coverage to those who suffer accidents but also preventing them from happening in the first place.

“The preventive approach is essential to reduce the burden that traffic accidents impose on the health system, judicial resources and families who lose a loved one or see their quality of life irreversibly affected. We want Costa Ricans to be aware that road safety is everyone’s responsibility, and that every action we take behind the wheel can save a life,” Chacón concluded.

Compulsory Automobile Insurance (SOA)

The INS is the institution that has the responsibility of administering the Compulsory Automobile Insurance (SOA), which is paid with the vehicle registration (Marchamo) each year. This insurance covers up to ¢6 million colones, per person, per event in the event of a traffic accident.

In 2023, the INS reported 40,439 people injured in traffic accidents under the Compulsory Automobile Insurance. The cost of patient care and compensation for the deceased amounted to ¢62.2 billion colones.