The Best Gift is Arriving Safe

In response to the rise in alcohol-related traffic accidents during the holiday season, Triple-S, a leading insurance company in Puerto Rico, launched “The Best Gift Is Arriving Safe” an awareness campaign developed by its digital creative agency, Contáctica.

On the island, the holiday season—stretching from Thanksgiving through the San Sebastián Street Festival in January—is marked by increased road traffic due to celebrations and limited public transportation options, making road safety a critical public health issue. This period also sees a concerning spike in traffic accidents linked to alcohol consumption. Data from the Puerto Rico Traffic Safety Commission indicates that 3 out of every 10 accidents during the holiday season are associated with drivers under the influence of alcohol, and that 40% of fatalities on the roads in December and January are linked to this cause.

Within this context, Triple-S chose to take an active role in prevention, using creativity as a vehicle to raise awareness and spark social reflection. The campaign draws on a cultural insight deeply rooted in Puerto Rican Christmas traditions: imagining the consequences of an alcohol-related accident if iconic figures, such as Santa Claus and the Three Kings, were victims of reckless driving. “As a health, life, and property and casualty insurance company, we understand that prevention is an essential part of our responsibility in the island,” said Gabriela Martín Brandariz, Senior Director of Marketing at Triple-S. “This campaign seeks to raise awareness about everyday decisions that have a direct impact on health, families, and the lives of those who travel on our roads, especially during a time of celebration.”

The creative execution consists of a series of digital artworks deployed across social media and digital out-of-home screens located along the island’s main thoroughfares—a medium strategically aligned with the message by reaching drivers at key moments.

“We wanted to develop an idea that went beyond the traditional warning message and connected emotionally with audiences,” explained René Baquero, Chief Creative Officer at Contáctica. “By using such widely recognized cultural symbols, this campaign allowed us to amplify the message of responsibility in a relevant and memorable way. At the same time, we sought to reaffirm Triple-S’ brand promise ‘We’re Stand by You’ , which represents being alongside all Puerto Ricans every step of the way—especially during this important season—to instill a message of safety and well-being among its members.”

Recent statistics from the Puerto Rico Traffic Safety Commission (2023–2024) highlight the urgency of the message, revealing that more than 60% of alcohol-related fatalities involve individuals between the ages of 18 and 44—the group with the highest level of social activity during the holiday season.

With “The Best Gift Is Arriving Safe”  Triple-S demonstrates how a brand in the insurance industry can lead meaningful conversations through creativity, integrating purpose, culture, and prevention into a campaign with social impact.