To show that limits can be overcome and also prejudice, we challenged Rodrigo Mendes - a global leader for disability-rights - to be the first quadriplegic to drive a race car with mind control. We build a race car without pedals or steering wheels. To enable Rodrigo to drive, we developed a hybrid technology combining EEG brain powered scanner, with steering algorithm and track mapping. We have #Respect all over the car and helmet to spread our message on media at social media. We took advantage of Brazilians’ passion for Formula 1 to launch the campaign during the broadcasting of the opening season, with the most famous sportscaster. To increase awareness and broaden the discussion about respect, we launched the website "Everything starts with respect" (respeito.globo.com), a digital platform in partnership with the UN and non-governmental organizations, to urge people to respect differences and change attitudes.

We build a F1 replica that have all of its commands automated by actuators controlled by an onboard computer. Steering, accelerator, brakes, gear control. To this computer an EEG headset was also connected and the system was able to read brain waves, detect specific thoughts and translate them into commands to the car. We had more than 20 embedded control systems on the car. Frontal cameras were used to send images of the track to a lane keeping assistance, that was used to keep the car inside the limits of the track. The final result is a car that provides an experience of driving by the thoughts of the pilot. We had 5.000m driven successfully. But this Project is a brand new technology in the very beginning of its evolution. For the security of the pilot, we had to insert some constraints, like speed limiting, and some fallbacks on the car control.

89 million viewers were impacted by the campaign on TV and Web.

The camping promoted 317% traffic increase to Rodrigo Mendes Institute fanpage and 273% traffic increase to the website of Rodrigo Mendes Institute.

One of the videos about the project had more than 636.000 likes on facebook.

The project was featured in sports, entertainment and news programs on Globo TV, that covers 98% of all Brazilian cities, reaching 99.6% of the country's population.

It was also discussed on the Young Economic Global Leader Summit 2017 and World Economic Forum, besides important Social Responsibility events in Brazil.

It was discussed on Young Economic Global Leader Summit of 2017, World Economic Forum and it is already scheduled to figure in important events of innovation, technology and social responsibility, as well as universities fairs.

Volkswagen invited us to present our car in an auto show, focused on automotive innovations and mobility trends

This project can be an inspiration for the new generation of interfaces between humans and computers. It dialogs with to the future, where machines will be able to recognize more complex interactions like our corporal expressions, gestures, thoughts, feelings and vital signs. If the artificial intelligence will soon be able to provide machines with more accurate detections and autonomy capabilities, the best of this technology is the transforming power it carries. If it can help reducing physical limitations for disabled people, it can also help to change people's mindsets, to change attitudes and promote equality.

Brazil has 45 million people with some disability. 53.8% are out of the work market. Illiteracy rate amongst disabled people older than 15 is of 81.7%. These data show that we live in a prejudiced society, in which disabilities stand out more than capabilities.

To transform this reality, it’s necessary to provoke a deep reflection and change people’s mindset when dealing with differences.

How can capacities draw more attention than disabilities? How can we show that limits can be overtaken and also prejudices? Everything starts with respect. And it is the bases of an equality society.

To spread this message, we combined the awareness power of Globo TV – that covers 98% of all Brazilian cities, reaching 99.6% of the country's population - with the credibility of Rodrigo Mendes Institute and its relevant work that is done related to disabled people’s right.