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COMMITMENT| 30.06.2021

The challenge of converting aggressive driving into pedestrian friendliness

Marta Villalba

Caitlin Creamer

Corporate Communications Specialist at MAPFRE Insurance


Within the framework of a road safety and accident prevention campaign, Fundación MAPFRE calls on drivers to look both ways with special emphasis on the perspective of pedestrians.
Fundación MAPFRE has resumed its “Look Both Ways” campaign, in partnership with the Massachusetts Department of Transportation (MassDOT), to recognize the perspective of others while sharing the road. In today’s environment, distractions behind the wheel are increasing in frequency and, according to the U.S. National Highway Traffic Safety Administration, over 3,100 people were killed in the United States in 2019, and another 424,000 were injured by crashes involving distracted driving.

In the 2021 Look Both Ways campaign, Fundación MAPFRE and MassDOT urge drivers to be “aggressively kind” to challenge the stereotype that Massachusetts drivers are unfriendly on the road.

Fundación MAPFRE launched Look Both Ways in 2019, partnering with the City of Boston, kicking off with a two-day, interactive event aimed at making everyone who uses the city’s streets more alert.

Look Both Ways encourages us to view things on the road from the perspective of others and put ourselves in the shoes of those who are walking, biking or driving nearby. By keeping others in mind, we can make our roads safer and more enjoyable.

After a pause in the campaign during the COVID-19 pandemic, Fundación MAPFRE is excited to share that the program will soon be going on the road, traveling to communities, schools and universities to raise awareness of road safety and being mindful whether you are a pedestrian or a driver. With the help of the driving simulation “React Challenge,” people can use virtual reality to test their skills on staying alert behind the wheel.

For more information on the Look Both Ways campaign, visit

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