The Guarded Bus Stops project is an exemplary candidate for the Innovation Lions as it ingeniously repurposes Eletromidia’s existing OOH media infrastructure into interactive safety hubs. A true innovation in the Out of Home market. This initiative employs real-time video technology to provide immediate assistance and companionship to vulnerable individuals at bus stops, effectively blending digital innovation with social responsibility. The project not only enhances public safety but also demonstrates significant scalability and financial viability, evidenced by its rapid expansion and substantial sponsorship interest. This transformative approach turns conventional advertising tools into lifelines, showcasing a profound impact through creative problem-solving.

In Brazil, the security situation, especially for women at public transit points, is alarming.

Waiting for the bus alone at night in Brazil can be very unpleasant, not to say dangerous. Every 8 minutes a woman is raped in Brazil. And research shows that 97% of women interviewed have suffered some type of harassment on public transport. That's why 77% of them fear being alone at bus stops after dark (and it should be 100%), reflecting widespread anxiety about personal safety.

This fear is compounded by a perceived lack of adequate governmental response, the government in Brazil don’t provide the security that people need. What creates a critical need for private sector intervention.

The Guarded Bus Stops project ingeniously integrates video call technology—commonly used in smartphones—into its expansive network of digital displays. This innovation stems from the idea: if personal devices can facilitate video calls, why not utilize large digital screens at bus stops for the same purpose, especially to enhance safety?

Context: Eletromidia is the largest OOH media company in Brazil, with over 70 thousand digital and static displays in the largest cities in the country, especially at bus stops. And far beyond ads, Eletromidia always seeks the best experience for its users.

However, the project navigates complex challenges such as adherence to safety and privacy regulations which govern real-time video communications and public surveillance. While the exact budget remains confidential (see below), the initiative represents a substantial investment focused on leveraging technology for public good, balancing cost with potential high impact on community safety and brand engagement.

Guarded Bus Stops project transforms traditional out-of-home advertising spaces from bus shelters into interactive safety hubs, to help women waiting for their buses, to be and feel safer. These billboards are equipped with real-time video communication technology that allows isolated women at bus stops during vulnerable night-time hours to connect instantly with security professionals. Waiting for the bus alone at night in Brazil can be very unpleasant, not to say dangerous. That's why Eletromidia mapped out the most deserted and/or dangerous bus stops in some cities, and transformed their Digital Billboards into a powerful tool for companionship and protection, with security professionals who made company for the women, until their bus arrived. These professionals are trained not only to provide reassurance but also to alert city public security services if needed. Today, the project has over 100 Guarded Bus Stops up and running, in 3 different cities.

28 Febuary 2023 – First Guarded Bus Stop activated. (pilot project)

11 September 2023 – beginning of the expansion of the project

9 March 2024 – official announce of new 2000 Guarded Bus Stops coming up

Until 30 April 2024 there were already 100 Guarded Bus Stops up and running

The innovation at the heart of the Guarded Bus Stops project is the integration of real-time video communication technology into existing digital advertising displays at bus stops.

This technology facilitates a direct video call link between bus stop users and security professionals, providing instant assistance and enhancing safety for those waiting alone, particularly at night.

Components: The system comprises speakers, night-vision camera, microphone, presence sensor, high-resolution digital touch-screens equipped with cameras and internet connectivity, embedded software for video calling, and a centralized monitoring center staffed by trained security personnel.

Platforms: The video communication operates through a secure, proprietary platform developed specifically for this initiative, ensuring privacy and reliability. It uses robust data encryption to maintain the confidentiality of interactions.

Development Stage: The project is beyond the pilot phase, with 100 bus stops already transformed and operational across several major cities. The success of the initial deployment has led to the official announcement of 2,000 additional installations, showing a clear transition from concept and testing to scaling and widespread implementation.

This deployment of digital screens as interactive safety tools showcases a novel use of OOH media technology, pushing the boundaries of traditional advertising into realms of social service and community safety.

The primary goal of improving safety at bus stops was achieved spectacularly— the project achieved 0 incidents of harassment at the upgraded stops and protected over

1million women. It also assisted other vulnerable groups, including the elderly, LGBTQIA+ community, and even saved a man’s life - by calling him an ambulance during a heart attack.

And 2,000 additional installations were already officially announced, showcasing the project's substantial scalability.

The initiative has exceeded initial expectations, securing 9 major sponsors and generating over $9 million in new income, demonstrating its financial viability.

It also generated over $10 million in earned media.

Clearly along with many other factors, after the project, Eletromidia sold almost 10% of the company, at U$40MM, to the country's largest media group.

Furthermore, a few congressmen have already sent bills, currently being processed in congress, trying to make Guarded Bus Stop a mandatory item in the cities.