"Changing perceptions: How communication can strengthen road safety and environmental protection"
Since 2022, AECA-ITV has been leading one of Europe's most ambitious public awareness campaigns promoting the value of Periodic Technical Inspection (PTI). Under the slogan "Si no pasas, PÁSALA", the initiative has sought to remind citizens that vehicle inspection is far more than a legal obligation - it is a vital contribution to road safety, cleaner air and the protection of society.
The campaign, deployed across Spain through more than 400 inspection stations and supported by television, radio, digital media and social networks, has become a reference example of effective public communication. In 2025, CITA presented the initiative during one of its webinars as a best practice for promoting PTI worldwide.
Some years after its launch, we spoke with Guillermo Magaz, Managing Director of AECA-ITV, to discuss the campaign's evolution, the lessons learned, and how communication can help build a stronger safety culture.
1. Some years after launching "Si no pasas, PÁSALA", how do you assess the campaign's impact? Have you observed tangible changes in public awareness, driver behaviour or compliance with PTI requirements? Which indicators give you the clearest picture of its success?
When AECA-ITV members decided to give greater visibility to one of the key assets that Periodic Technical Inspection (PTI) provides to society, the initiative was conceived as a long-term strategy consisting of different actions over an extended period.
However, it is important to explain the context. The post-pandemic period was particularly critical for road safety and environmental protection due to two main factors: the ageing of the vehicle fleet and the increasing number of vehicles circulating with an expired roadworthiness test (PTI).
This situation prompted PTI operators to react and take action. As a result, we launched the campaign “Si no pasas, PÁSALA” as our first major initiative. However, this campaign was only the beginning.
Communication experts often say that if you want to convince society of a message that serves its interests—in this case, the essential contribution of PTI to road safety and environmental protection—you must follow the principle that “constant dripping wears away the stone.” We have followed this recommendation ever since.
Therefore, every year we implement different campaigns and initiatives, either independently or in collaboration with other partners. For this reason, it is difficult to determine the impact of a single campaign or action in isolation.
Nevertheless, we can provide some significant indicators of the strategic success. One of the most relevant is the reduction in the percentage of vehicles with an expired roadworthiness test: from 37% in 2020 to 30% in 2025.
Another important effect has been on the behaviour of communication media, politicians and public authorities, as they are also receiving our messages. Through our communication activities, we have helped draw attention to these social issues and their impact on both road safety and environmental protection
2. Your recent communications continue to highlight the relationship between overdue inspections, vehicle defects and road safety. Have the campaign and the publication of new evidence helped change the public conversation around PTI - from being perceived as an administrative obligation to being recognised as an essential safety and environmental measure?
Yes, it did. The development of various communication initiatives, publications and awareness campaigns, providing information, data and, above all, images of the defects detected during PTI inspections, helps highlight the importance of our work and contributes to changing society’s perception of PTI.
However, this requires a sustained effort over time. A common mistake is to think that a single action can change public perception of PTI. Instead, it must be part of a long-term strategy implemented over several years and adapted to the different target audiences.
To achieve this, it is essential to create useful and relevant information for citizens about the different aspects of roadworthiness testing, while ensuring the widest possible dissemination and engagement with the public.
3. Looking back, what have been the most valuable lessons from developing a long-term communication campaign on PTI? Were there any approaches, messages or communication channels that proved particularly effective in engaging drivers and increasing public understanding?
Of course, the first key element is to have a clear, direct and impactful message that conveys the value of PTI and generates as much newsworthy content as possible, so that it can be picked up and replicated by the media, thereby achieving broad coverage.
However, I would like to introduce a point that I am convinced is the main barrier for many organisations considering communication initiatives to promote the value of PTI: the cost involved.
When planning a communication campaign, it is important first to define the target audience you want to reach. Based on this and on the desired level of coverage, the most appropriate communication channels can then be identified.
It is obvious that costs are directly linked to the audience reach of each medium. However, if the campaign is aimed at a specific group of people—for example, motorcycle users—social media can be a very effective and cost-efficient tool.
On the other hand, if broader coverage is required, it becomes necessary to use more mainstream and expensive media channels, such as television.
It is also highly advisable to seek media partners, as well as foundations or road safety organisations, that are willing to embrace and promote our messages. In Spain, for example, we have reached an agreement with the Road Safety Platform of the country's leading media group, which has fully adopted and supported our objective of highlighting the importance of PTI for society
4. Many vehicle inspection organisations around the world are looking for new ways to improve public acceptance of PTI. Based on AECA-ITV's experience, what advice would you give to other CITA members who wish to develop similar awareness campaigns in their own countries?
Firstly, I would like to encourage all CITA Members—whether private companies, public organisations or public authorities—to actively promote the importance of the work carried out through PTI in saving lives. It is not enough to do our job well; we must also communicate the positive impact that PTI has on society and the risks associated with neglecting vehicle inspections. In doing so, we can help change the perception that some citizens may still have of PTI.
However, achieving the greatest possible media impact requires broad support and consensus among all stakeholders.
Our work saves lives every day, and society deserves to know it.
