Brazilian traffic kills 54.000 lives every year. Text and driving, the 2nd major casualty cause, stands even before intoxicated driving. However, 51% of drivers still admit to text and driving.

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 (Our own idea for this brief) 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.

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.

The idea was to capture the attention of the press with the cell phone being used in an inappropriate place. T

he intention was to make people angry at the situation at first, and when the subject was everywhere, we would reveal the true intent of the act.

The message we are launching was #largaOcelular, which is used both for goalkeeper´s Atletico and for those who drive using the cell phone.

Uber talks to the public in general and this action was for the Brazilian in general.

The only thing that we create was to put cell phone inside of game on the Goalkeeper´s hands and monitored data and reactions, responding in real time.

The match happened Sunday, May 13th, 2018, at 4 pm, Mothers Day, when families reunite and sacredly watch Sunday football matches. At the game’s very first moments, goalkeeper Santos checks his mobile immediately being captured by fans. Who promptly share stills and videos on their Facebook timelines. At the very beginning of the second half, sports journalists and some columnists were already 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 basically all open and cable TV channels were commenting the case while at the same time Brazilian and worldwide social medias also echoed the fact.

The explanation came to be on 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 and social

- 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.