Through an official match in the Brazilian Football Championship, one of the world’s most important and competitive championships, we called Brazilians attention to the major problem of text and driving.

In a world with intense lack of attention, the sports assume as a lead of attention and qualified audience.

And we accomplished that for a client who actually needs both mobile use and traffic to fulfill its mission: Uber. Due to the great influence football exerts in the life of Brazilians, the campaign registered huge reaches in both sports and general journalistic medias.

Brazilian traffic ranks as the 4th more violent in the world – 54.000 annual casualties. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving.

The briefing ask us how to convince most part of people to talk abou how text and driver is too dangerous.

The objective is to link Uber brand with drive safe.

During a major Brazilian championship match, a goalkeeper checking a mobile was spotted by football fans and the player’s irresponsible action stormed social medias and press, generating the biggest weekend talk. When the goalkeeper finally linked his attitude with text and driving, the whole country was paying attention.

Uber aims to promote a safer more humane traffic in the cities it operates. To convey that, we found a unique way to calling attention for that, making Brazilians experience the risks of this bad habit through their biggest passion: football.

Our strategy was to stir the nerves of football fans against the goalkeeper checking his mobile during the match. Just to quickly reveal that his attitude was in fact orchestrated as a protest to showcase that the mobile use in inadequate situations was a risky practice. By checking his mobile, the player could let his team down, while people loose their lives by text and driving.

The match happened Sunday, May 13th, 2018, 4 pm, Mothers Day, when families reunite and sacredly watch matches. At the game’s first moments, goalkeeper Santos checkshis mobile immediately being captured by fans who promptly share stills and videos on their timelines. At the very beginning of the 2nd half, sports journalists and columnistsstarted commenting the fact. Outraged against the player’s attitude different interview channels chased him by the end of the match demanding explanations. At this Sunday evening first hours all open and cable TV channels were commenting the case while Brazilian and worldwide social medias also echoed the fact.

The next day in a press conference at Atlético Paranaense club where the Uber and Maio Amarelo action was revealed. A new wave of information stormed regular press andsocial medias, spreading out the elucidation. The action was applauded by the majority of press and social media channels.

- 149 minutes in open and cable TV in less than 24 hours.

- 3.1 million search results after the match.

- 4,7 million in earned media in just 3 days

- 6 minutes exposure in the Brazilian most important open TV Sunday Show, Fantástico (30 million watchers per show).

- Newspapers in EUA, Italy, Spain, Portugal, Argentina, Japão, Colombia and 30 countries more.