Abrigo Amigo - Advertising Displays as Safety Zones

Abrigo Amigo is an award-winning social project from Brazil in which DooH displays at bus stops in São Paolo are converted into safety zones with help functions at night.
Published on January 11, 2024

São Paolo is a city with an extremely high crime rate by international standards. With the aim of making everyone, especially women, feel safer at bus stops at night, digital advertising displays from the company Eletromidia were installed by the creative agency AlmapBBDO so that video calls can be made to a call centre after dark.

The displays are equipped with a microphone and a night vision camera. At the touch of a button between 8 o'clock in the evening and 5 o'clock in the morning, you are connected to a member of staff who will keep you company until the bus arrives. The carers are prepared to activate public safety and health services in emergency situations. Since April 2023, an average of 150 calls have been made from 10 different locations each night.

The project, originally called "Guarded Bus Stop", which was honoured this year in Cannes with a Lion and the Digital Out-of-Home Excellence award has gained momentum and initiated a new phase of expansion with 100 locations in São Paulo, Rio de Janeiro and Campinas.

Video by Eletromidia (Portuguese/English subtitles):