The National Road Safety Authority (ANSR) has launched the national awareness campaign “Não há desculpas que cheguem”, which will run until 6 September, coinciding with one of the periods of highest road traffic intensity of the year.

The campaign, creatively signed by Tux & Gill, seeks to place drivers before dramatic scenarios that illustrate the human impact of risky behaviour on the road. The various communication pieces aim to show that “no excuse can repair the consequences of a decision made behind the wheel”, the entity explains in a statement.

“During the summer holidays, thousands of Portuguese people travel long distances to reach their destination. It is precisely in this context that apparently ‘justifiable’ behaviours — such as continuing to drive despite tiredness, exceeding speed limits or driving after consuming alcoholic drinks — can have irreversible consequences,” recalls Pedro Clemente, president of ANSR.

The campaign will be disseminated through a national communication plan that includes television, radio, digital platforms, ATMs, aerial advertising on the beaches of Lisbon and the Algarve (alternating at weekends) and LED panels installed at fuel stations. The planning and purchase of television and radio space is handled by Nova Expressão, following the award of the respective international public tender.

The campaign will also involve 311 partners, including municipalities, public entities, security forces, companies and various civil society organisations, which will disseminate the awareness messages through their own communication channels.

The summer campaign is part of ANSR’s 2026 communication strategy, which seeks to strengthen road safety prevention through multimedia campaigns that are “more consistent, closer to citizens and targeted at the periods of highest road traffic risk”. The plan includes three major national campaigns — Easter, Summer and Christmas/New Year — supported by a presence on television, radio, digital and proximity media.