With almost 11.5m inhabitants and more than 7m vehicles, São Paulo – the largest city in Brazil and one of the biggest metropolises in the world – is the holder of an appalling record: about 600 people die every year after being hit by a car.This is equivalent to 2 jumbo jets crashing every year. To find the root cause of the problem and provide future actions with a scientific basis, a neuroscience research was carried out. Its results indicated that people simply didn’t see the crosswalk. In order to transform this reality, it would be necessary to change the behaviour of both drivers and pedestrians.

Maximum Zone of Pedestrian ProtectionThis campaign, created for the local Government of the City of São Paulo, aimed at reducing the high number of traffic-related deaths by generating awareness of the rights and duties of both drivers and pedestrians.For six months, we used a high-frequency media mix: broadcast TV, pay TV, newspapers, magazines, online and OOH.To reach our target audience in a relevant, pertinent way, we ran commercials on soccer broadcasts (which are incredibly popular events in Brazil). In addition, we used out of home media (trains, subways, bus terminals, elevators, airports, malls, newsstands) to reach people right when they were about to cross the street.Positive Results – a 61% reduction in traffic-related deaths in the protection zone (data obtained from PMSP).

Six months after the beginning of the campaign, general awareness clearly increased. The number of pedestrians killed after being hit by a car within the Zona Máxima de Proteção ao Pedestre (Maximum Area of Pedestrian Protection, which is the area where the campaign took place) was reduced by 61%, while the number of pedestrians run over saw a reduction of 29.5%. To learn more about the campaign and all its actions, go to: http://preview.pixel4.com.br/case_faixa