Cannes Lions

PUBLIC AWARENESS

NEOGAMA BBH, Sao Paulo / TIM / 2014

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Overview

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Credits

Overview

Description

The habit of using a cell phone while driving has taken countless lives in accidents. TIM, a cell phone company with over 70 million subscribers, took this concern seriously and decided to carry out an action raising awareness of the dangers involved.

We planned to reach drivers right in the environment where dangerous cell phone using takes place: the car. The piece was a radio spot. The resource we used was the balance control in the car radio, which enabled us to send different audio signals to the left and right speakers, along with a message shown on the radio display.

The idea is to use the radio balance control and the radio display to convey our message. We start with two songs playing at the same time. The sound is loud and muddled as each song comes through a speaker (a song on the left and another song on the right). The lyrics are incomprehensible.

The radio screen displays the following message: use your balance control and listen to just one side. By adjusting the balance control, the listener can hear what the song is about, according to which side it was chosen, right or left.

Execution

The piece was a radio spot. The resource we used was the balance control in the car radio, which enabled us to send different audio signals to the left and right speakers, along with a message shown on the radio display.

The chosen radio station was Estadão Fm, one of the best brazilians' radio station with major public listening it while their driving.

Rush hour was the chosen schedule time to announce it. The perfect radio, the perfect hour.

Outcome

The piece helped reinforce the warning about the danger of typing in the cell phone and drive at the same time, starting an awareness campaign . The interactive and innovative campaign conquered listeners and the media

TIM promoted a social responsability campign that helped increase awarness regarding the risk of using cell phones while driving. This action brought the issue into debate showing the dimension of the problem in Brazil where 45.000 people die every year in accidents,13% of which are related to the use of cell phones while driving. This alarming data make campaigns such as these extremely relevant.

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