Brazil is a continental country where five thousand people die in traffic related incidents annually, with 65% of cases involving drink-driving. Many awareness campaigns are created, but few to none are able to cover areas far from large centers where most accidents happen. “Responsible Billboard” was created in order to raise awareness of this serious problem in large Brazilian centers with emphasis on the more deprived areas in the world’s fifth largest country. For you to get a sense of the magnitude of the campaign, we traveled one million kilometers across Brazil with hundreds of trucks together with the largest distribution fleet in the country. The message is very simple and direct: If you drink, don’t drive. Stickers were stuck on the trucks showing our non-alcoholic brands as well as the direct awareness message. We started with Brazil’s largest mainstream party, Carnaval, and have continued on the streets and highways throughout the entire country. 

The trucks traveled more than one million kilometers along the roads of Brazil, impacting millions of people in large centers and distant cities, who would never get this message. Highways are the country’s main points of access and only a brand with a distribution size as big as Ambev’s was able to impact so many people in a continental country. Ambev has the largest distribution fleet in Brazil and we brought an awareness message to the whole country, especially to places which lack information that prevents traffic accidents caused by alcohol, what would be better than using the trucks as media?