Earlier this year, Eletromidia, an out-of-home ad placement company, collaborated with AlmapBBDO to create “Abrigo Amigo.” This São Paulo-based initiative aims to help women feel safer while waiting for buses alone at night by utilizing the company’s digital OOH installations.
According to Eletromidia, 68 percent of women in Brazil’s largest city are uncomfortable traveling alone after dark. The project will now expand to 100 locations, including more in São Paulo and Rio de Janeiro. With support from the federal government and brands like Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, the initiative is set to grow. Contributions from the city and state of São Paulo have also been instrumental in its development.
The concept focuses on functionality rather than grace. Digital advertising displays at bus shelters are equipped with microphones, night vision cameras, and internet connections, which activate between 8 p.m. and 5 a.m. A woman—or any vulnerable person—can use the system if they feel unsafe while waiting alone. The display connects them with a representative who knows their location and can keep them company until their transport arrives. During the daytime, these displays revert to streaming regular ads.
“Eletromidia is dedicated to transforming cities. And in this case, that’s exactly what we’re doing. Abrigo Amigo is an innovative initiative that uses technology to address a major social issue in the daily experience of major urban centers,” says Alexandre Guerrero, CEO of Eletromidia. He believes the project could “make a positive impact on the lives of thousands of people.” The new shelters will be activated in stages, starting with a 10-location soft rollout in São Paulo.
“Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose,” say AlmapBBDO ECDs Rafael Gil and Rodrigo Almeida. “Eletromidia can show the market just how technologically advanced its ads are while also providing a fundamental service for society, and standing by women in their hour of need.”
AWARDS
Cannes Lions 2024
The only campaign shortlisted in the 3 first revealed categories shortlists:
- Shorlisted in the Dan Wieden Titanium Lions category
- Shorlisted in the Glass ‘The Lion for Change’ category
- Shorlisted in the Innovation category
CREDITS
Brand: Eletromidia, Sao Paulo. CEO: Alexandre Guerrero. Creative Agency: AlmapBBDO, Sao Paulo. CEO: Filipe Bartholomeu. CCOs: Luiz Sanches and Marco “Pernil” Giannelli. Executive Creative Directors: Rafael Gil and Rodrigo Almeida. Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo. Liaisons: Fernando “Fefo” Silva and Manuella Gavioli. Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales. Film Production: CINE. Scene Directors: Walk In. Approval: Lucio Schneider and Marcelo Pacheco.
