A ROAD SAFETY CAMPAIGN THAT HITS HARD FOR GOOD REASONS.

Let’s be honest. For years, especially during this festive season, road safety campaigns have relied on annual reminders, slogans and statistics.

Number of accidents. Percentage. Warnings we have learned to acknowledge and too often, ignored. First question. What happens when a campaign refuses to be ignored?

Transport Malta’s revamped road safety campaign, “Aħsibha Darbtejn – Think Twice”, is a first in how Malta addresses one of its most persistent and painful realities. This is not simply to make people aware. It’s a designed experience to stop people in their tracks.

At the heart of the campaign is a roadshow. Over the next six months, a cinema truck will tour Maltese cities and villages, inviting the public to step inside and watch a short film that is heavy, emotionally charged, and deeply upsetting.

The short film is no fiction. It is a reenactment of situations that could happen to any of us – on familiar roads, during ordinary moments, in seconds that could change everything.

Behind the campaign lies months of discussion and debate. The question was not whether to shock, but how far a road safety campaign should go to truly make people stop and think.

The result is a short film that does not allow the viewer to look away. It is real enough to unsettle, because road crashes are real enough to devastate and traumautize.

What makes Aħsibha Darbtejn powerful is not only what it portrays, but what it creates: A pause. Inside the cinema truck, the general public is detached from distraction and routine. For a few months, subjected to watch with emotional discomfront. To confront consequences. To recognize themselves in the scenarios unfolding on screen.

Let’s be clear. This campaign is not aimed “bad drivers” or distant others. It speaks to all of us. If we are not responsible, these situations could happen to anyone.

Click here to view this year’s road safety campaign video.