Capão Redondo is one of the most dangerous and neglected neighborhoods in São Paulo city with a population of over 300,000 and around 4,500 small businesses. Santander, one of Brazil's largest banks, is committed to the region as their branch there has the highest number of small business clients in all Latin America.

If Brazil is a country where out of every 100 small businesses, 80 close in less than a year, with a population of 8.6 million unemployed, the reality in Capão Redondo is no different. People rely on their small businesses to make a living.

Understanding the importance of investing in small businesses and the importance of providing structure to precarious bus stops, without benches, protection against rain, and without lighting, Santander has created a project that combines bus stops and small businesses to accelerate the local economy and, at the same time, solve a social problem.

The objective of Santander's action is to create a virtuous circle in the local economy of a low-income neighborhood in São Paulo that has 4,500 local businesses and is home to the bank's largest branch in Latin America for small business customers. The tool used to create this virtuous circle was the OOH and its media spaces.

Santander not only installed the bus stops but also donated the media spaces to customers who run businesses in the neighborhood, such as snack bars, schools, pet shops, and other establishments.

In addition to supporting local entrepreneurs, the action also contributes to the comfort and safety of the population who use public transportation, as the previously precarious spaces now have benches, protection, and lighting. Santander believes that boosting local commerce strengthens the microeconomy and generates more opportunities for everyone.

The first step was to map out strategic locations for OOH installations in Capão Redondo.

The action consists of four phases, with 100 bus stop shelters installed in the beginning and 100 local businesses benefiting with media space in each wave.

Each small business received professionally produced and printed advertisements and all donated spaces were geolocated with directions to the addresses of the small businesses being advertised. This was the first time many of these businesses received any kind of advertising support and the response was overwhelming since the bank did research to understand the real impact.

The action is in phase 2, with 200 media completed and a further 200 more by the end of 2024.

- 200 entrepreneurs benefited and another 200 on the waiting list.

- More than 80% of entrepreneurs said OOH increased awareness.

- 55% of entrepreneurs saw an increase in customers and revenue.

- 75% of entrepreneurs recognize Santander as a key strategic business partner.

- 793K people reach

- +81MM impactos

- BRL 1,9MM of investment

- Earned media results: 166.811 reach of the articles and BRL 1.294.069,44