Campaign: #EuCintoAVida
Client: Trânsito Amigo
Agency: Aktuellmix
Partners: Rodrigo Rivellino (CEO), Celio Ashcar Jr.
Chief Creative Officer: Fabio Mergulhão
Creative Director: Filipe Chiminazzo
Art Director: Waldir Rugno Filho, Leandro Calado
Copywriter: Douglas Peroni, Erica Igue
Strategic Planning: Camila Paulucci
Business VP: Mario Medina
Account Manager: Milena Arrabal
Print Production: Rodrigo Merigue, Edlaine Aguiar
RTVC: Edson Rocha Silva
Media: Nathalia Cantalejo
Illustration: Waldir Rugno Filho
Film: Cabeça Amarela
Description:
The Agency Aktuellmix, in partnership with the NGO Transito Amigo (friendly traffic), created the campaign " Safety is Always up Front " to raise awareness and encourage the use of seat belts in the rear seats.
Since the law of transportation made the use of the belts on the front seat compulsory, this became a habit for Brazilians. Unfortunately, this same habit does not happen when sitting in the back seat. To remind and educate the Brazilian population of the importance of using seat belts also in the back seat Aktuellmix has created an action, where covers were placed in the taxi banks, which simulate the dashboard of the car, and it carries the following message: “If you were in the front seat, you would have your seat belt on by now.”. A hidden camera caught the reaction of the passengers who got into the taxi.
The campaign also counted on the use of traditional media for its dissemination, besides it, the movement count with support of several influencers who encouraged people to share a basic idea: a simple change in attitude can save lives, transforming #eucintoavida ( eu cinto a vida is a pun. In Portuguese I feel life = I seat belt life) in trending.