Institutional social communication campaigns are an important tool for raising public awareness of different social problems, behaviors and risk factors. Particularly on road safety, they have been constantly developed in Spain since the 1960s, and given their importance from an epidemiological perspective, those referring to the risk of alcohol, drug and pharmaceutical consumption have been constant up to the present day. In this context, the aim of this study is to analyze the evolution of the message and the communicative strategies of the campaigns on the consumption of substances while driving in Spain. The methodology is based on an exhaustive review of all the historical spots broadcast by the General Directorate of Traffic and issued nationwide, recording and evaluating the content of these pieces, including slogans and tone, to identify patterns in the communicative approach. A significant transformation in the nature of the messages was observed over the years, starting with campaigns that adopted a predominantly informative and educational tone and evolving to an increase in impact, and more recently to more diversified and heterogeneous communication strategies. Certain deficits are identified, for which proposals are made for the development of future campaigns.