• More than 5.5 million visitors will arrive in Mexico in just over a month.
• 97 per cent of traffic crashes occur in urban areas, precisely where sporting activities are concentrated.
• Through the “Tu Mejor Jugada es Cuidarte” campaign (“Your Best Move Is to Look After Yourself”) campaign, the Fundación Aleatica directly links a global sporting event with the road safety agenda.

Mexico City, April 21, 2026.– Mexico is preparing to welcome more than 5.5 million visitors between June 11 and July 19, a period that will test the host cities’ ability to manage unprecedented levels of mobility.

In this context, the Fundación Aleatica (Aleatica Foundation for Road Safety), in partnership with the FIA Foundation, Institute for Transportation and Development Policy (ITDP), and the International Road Assessment Programme (iRAP), is launching the campaign “Your Best Move Is to Take Care of Yourself,” aimed at reducing road risks before, during, and after the sporting event.

The country will face unprecedented pressure on mobility, with millions of daily trips concentrated toward stadiums, gathering areas, and public spaces. At a time when the final details of the international soccer tournament are being ironed out, this campaign focuses on people and the need to prevent risks, to help ensure that the right to mobility in safe road conditions becomes a reality for everyone.

“Mexico will welcome millions of visitors, and the soccer tournament fills us with pride, but it also reminds us of the urgency of protecting lives on the streets. This campaign aims to ensure that no journey ends in tragedy,” said Bosco Martí, President of Fundación Aleatica.

In this context, where 97 per cent of traffic crashes occur in urban areas, the increase in mobility poses a critical risk if preventive measures are not taken. In Mexico, more than 16,000 people lose their lives each year in traffic crashes – 45 per day – and nearly 44,000 suffer serious injuries. Despite this, nine out of ten people do not grasp the magnitude of this public health crisis, highlighting the urgency of effective awareness campaigns.

The campaign aims to influence risky behaviours through clear messages on speed management, the use of certified helmets, preventing drinking and driving, pedestrian safety, and the promotion of public transportation.

The strategy will be rolled out in two phases. The first phase will focus on digital channels, with dissemination through the social media accounts of partners, institutions, and spokespersons, leveraging their reach to position the message nationally.

Subsequently, it will move to public spaces with billboards, bus stops and signs in high-traffic areas, as well as branded trucks on high-traffic routes to directly influence behaviour in the environments where road risks most frequently occur.

“Major events are an opportunity to strengthen safer mobility systems. At the FIA Foundation, we promote solutions that ensure every trip is safe, easily accessible, and sustainable. This campaign is an example of how to translate that commitment into concrete actions,” said Avi Silverman, Interim Executive Director of the FIA Foundation, who is visiting Mexico to launch this campaign.

Also joining the launch, iRAP’s Safer Journeys Lead for the Americas said, “We are committed to working with partners to ensure every competitor and every visitor has a 5-Star safe, inclusive, accessible and sustainable journey to and from sporting and events venues. It’s not only about ensuring safety and equity of access during the events, but also to create a legacy of liveable streets and thriving communities.”

The launch took place with the participation of various stakeholders in a multisectoral effort bringing together government, the private sector, and civil society, with the support of Gabriela Cuevas, the Mexican Government’s Representative for the 2026 FIFA World Cup; Diego Monraz, Secretary of Transportation for Jalisco and President of the Mexican Association of Mobility Authorities; Héctor Ulises García Nieto, Secretary of Mobility for Mexico City; and Juan Hugo de la Rosa García, Secretary of Mobility for the State of Mexico.

Carlos Álvarez, Label Manager and singer for Sonora Dinamita, also joined this joint effort to save lives. Other partners of Fundación Aleatica for this campaign include Toluca International Airport and the Mexican International Automobile Racing Organization (OMDAI).

At a time when the country will be under the world’s spotlight, Fundación Aleatica calls on everyone not to normalize traffic fatalities and to recognize that the best move, both on and off the field, is to take care of yourself.

iRAP’s Edgar Zamora (first on the left) joined Initiative partners at the Launch event.

Fernanda Espinosa Arcega, Director of Fundación Aleatica, shares the campaign plans

Article and images credit: Fundación Aleatica