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The official launch of the behavioral change pilot program titled “Seguridad Vial 2026: Por vos y por todos” took place today at La Constancia’s facilities. Now in its fourth consecutive year, this initiative unites the Fundación AB InBev, La Constancia, Teletón, the Viceministerio de Transporte (VMT), Fondo para la Atención a las Víctimas de Accidentes de Tránsito (FONAT), Fondo de Conservación Vial (FOVIAL), Cruz Roja Salvadoreña, movimiento MOVES and Observatorio Nacional de Seguridad Vial (ONASEVI). All guidelines and baseline data for this initiative are documented in the Road Safety file.
The project marks a strategic evolution, shifting from a traditional awareness campaign to a comprehensive model of shared behavioral responsibility. According to official ONASEVI figures, 91% of road accidents in El Salvador stem from the human factor and entirely preventable individual decisions. Based on this premise, the campaign’s concept establishes that street safety depends not only on infrastructure but also on the small decisions everyone makes while on the road. The core message encourages the public to reflect on mutual care: every time someone travels on the road, they make decisions that affect their own life and the lives of others, serving as a reminder that if an incident could have been avoided, it was not an accident.
“At La Constancia, we are convinced that contributing to the safety of salvadorans is a shared responsibility. For over 120 years, we have worked to be present during the moments that bring people together, and today we also seek to drive initiatives that foster well-being and protection for our communities. As a company with a nationwide presence, we recognize the impact we can achieve by working together with organizations committed to the country’s development. This campaign reflects our commitment to promoting a culture of prevention, care, and responsibility for the benefit of all salvadorans”, said Javier Benavides, Reputation and Sustainability manager at La Constancia.
This edition will simultaneously address the five most critical segments of road users: motorcyclists (as the most vulnerable group), motorists, pedestrians, cyclists, and passengers. The program aims to reach 3 million salvadorans through a robust mass communication ecosystem.To guide this effort, the campaign features two innovative educational characters: «Súper Agente», a likable, empathetic, and relatable spokesperson who connects with the realities of traffic; and “Connie”, an Artificial Intelligence assistant that provides technical data and precise prevention reminders.
Both characters will be responsible for delivering the message to the public through a multi-channel rollout that includes: a national television commercial, strategic radio spots, a network of high-visibility digital billboards, and a dynamic, hyper-targeted content ecosystem on social media platforms such as Meta and TikTok.
To ensure the message translates into a real reduction in accidents, the campaign will execute two major tactical pillars in the field:
• “Drive-to-Safe” Corporate Workshops: More than 1,000 drivers and fleet personnel from 10 major companies will receive direct, interactive training.
• These sessions will feature activities covering defensive driving, reactive braking techniques, and first aid, with support from the Salvadoran Red Cross.
• Critical Infrastructure Intervention: Based on epidemiological data from FONAT, the 10 locations with the highest rates of road accidents and fatalities in the country have been identified.
• From this list, the project has selected three priority zones for initial direct physical interventions; the design and technical feasibility of these measures will be led and approved by experts from FOVIAL and the VMT.
• Impact Assessment: All combined education and road improvement efforts aim to achieve an estimated reduction of at least 10% in traffic incidents within the targeted areas.
With the core message «Cuídate por vos y por todos», the partner institutions issue an urgent call to the public to dispel the myth of “inevitable accidents” and to understand that courtesy, respect for the law, and prevention save lives every day.
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