Culturally in Brazil, people drive their cars without using seat belts. This is a habit that has been ingrained in people since they were children, due to a lack of awareness and education. We needed to create something powerful enough, capable of changing people’s behavioral attitudes.

In order to change children’s behavior, combat the current situation and make the roads safer, we would have to have an idea strong enough to make them change this cultural habit which has been engrained into them. The Hero Hug finally gave children the desire to wear their seat belts, and consequentially, understand how it protects them on the roads, thanks to the metophor: The Hero Hug.

In just a few weeks the first batch of stock sold out, proving the success and the assertiveness of the campaign to address the issue. The Hero Hug campaign was also a talking point in all the main media and communication channels.