Eletromidia's 'Guarded Bus Stop' Concept Proves It Has Legs

Earlier this year, out-of-home ad placement company Eletromidia worked with AlmapBBDO to devise “Abrigo Amigo.” The São Paulo-based concept makes use of the firm’s many digital OOH installations to help women feel safer when waiting for the bus alone at night in Brazil’s largest city. (According to the group, 68 percent of women are uncomfortable getting around by themselves after dark.)

“Abrigo Amigo,” or the “Guarded Bus Stop,” won a gold Lion in the media category at Cannes after its April pilot in the city of Campinas. It will now expand to 100 locations, including more in São Paulo and Rio de Janeiro. In addition to federal government support, participating brands have helped fund the project’s evolution, including Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo and Anhanguera. The city and state of São Paulo have also contributed.

It’s not exactly a graceful concept, but function is what matters here. Digital advertising displays located at bus shelters were outfitted with microphones, night vision cameras and internet connections, which “go live” between 8 p.m. and 5 a.m. A woman—or presumably any vulnerable person—can activate the system if they find themselves alone for an extended period of time. The display connects them with a representative who knows their location and can keep them company until transport arrives.

In the daytime, the displays will stream ads usual.

“Eletromidia is dedicated to transforming cities. And in this case, that’s exactly what we’re doing. Abrigo Amigo is an innovative initiative that uses technology to address a major social issue in the daily experience of major urban centers,” says Alexandre Guerrero, CEO of Eletromidia, who also believes the project could “make a positive impact on the lives of thousands of people.”

The new shelters will be activated in stages, following a 10-location soft rollout in São Paulo.

“Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose,” say AlmapBBDO ECDs Rafael Gil and Rodrigo Almeida. “Eletromidia can show the market just how technologically advanced its ads are while also providing a fundamental service for society, and standing by women in their hour of need.”

CREDITS

Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo
Liaisons: Fernando “Fefo” Silva and Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Approval: Lucio Schneider and Marcelo Pacheco