MemorialRoute: A Tribute on Google Maps With Traffic Victims Saving Lives by Warning Drivers

A campaign from StopAccidentes and Heimat TBWA called MemorialRoute, is a tribute on Google Maps designed to transform victims of traffic accidents into guardians of safety, alerting drivers to potential hazards.

Initially, the Memorial Route project began as a step towards raising awareness about road safety and saving lives in Spain. However, its ambition has expanded significantly—it now extends to every corner of the globe, welcoming participation from individuals and NGOs worldwide, including the USA, UK, Europe, and beyond.

For the first time, people and NGOs from around the world have the opportunity to utilize this common feature of Google Maps to honour victims of traffic accidents in their respective countries.


Hacking Google Maps Features

The creative drive behind the campaign is to allow those who tragically lost their lives in traffic accidents to still contribute to saving lives. MemorialRoute, a digital memorial hosted on Google Maps, is designed not just for the annual World Day of Remembrance for Road Traffic Victims, but for every day of the year.  MemorialRoute takes a unique approach by utilizing Google Maps’ “Add Place” feature, which is commonly used for businesses, in a new and innovative way. This approach helps to identify the exact locations of fatal accidents and commemorate each victim. The purpose of this initiative is not only to pay tribute to the deceased but also to take a proactive measure towards preventing future tragedies.

One Location, One Real Story.

According to the campaign, this initiative draws inspiration from real-life accounts like that of Julia Fernández, whose life took a fateful turn on an ordinary street. Across Spain, roads are lined with similar stories, each one a poignant reminder of the roughly 1000 lives claimed by traffic accidents in 2023 alone.

“Behind every accident statistic lies a human story—a story of loved ones left behind, of shattered dreams, and of irreplaceable loss. MemorialRoute fills the Spanish map with markers, each representing a life that should never be forgotten,” said a release, adding that “this initiative is about more than just numbers—it’s about the narratives behind them. Knowing the stories of individuals like Natalia, Pablo, Javier, and Jordi, coupled with heartfelt messages from their families, carries a profound impact, far surpassing any traditional traffic safety campaign.”


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