Uber Brazil is raising awareness with a safe driving campaign that stuns and effectively captures attention. With over 400,000 traffic accidents and more than 54,000 deaths, according to the World Health Organization, Brazil is greatly affected and the ad highlights that mobile devices "are greatly to blame."
The safe driving campaign is in partnership with creative shop Tech and consists of a stunt that includes a goalkeeper checking his phone during a game. The football match is between Brazilian teams Atlético Paranaense and Atlético Mineiro. The video follows goalkeeper Aderbar dos Santos — the most important person in the game, spontaneously checking his phone, which sparks anger and confusion among fans.
By incorporating the nation's favorite sport into its safe driving campaign, Uber Brazil is able to deliver a powerful lesson in traffic mindfulness.