SDG3 target 3.6: By 2020, halve the number of global deaths and injuries from road traffic accidents
Approximately 1.25 million people die annually from road traffic injuries and more than half of all road traffic deaths are among vulnerable road users, including cyclists. In Brazil, a significant proportion of road traffic accidents occur between cyclists and drivers - often when cyclists enter the ‘blind spot’.
Our client wanted to find a practical way of helping minimise the deaths and injuries suffered by cyclists. If drivers can be made aware that there are cyclists in the vicinity then hopefully they will drive with more awareness.
We worked with 98FM radio in Brazil to develop the “Safety Bike Radio” a solution that relied on the power of radio in the form of a portable radio transmitter that overlaps with the frequency of radio stations in moving vehicles (maximum interference distance: 30 meters). This disruptive transmitter sends an alert message to drivers that cyclists are nearby.
The technology requires cyclists to download an app and synchronise it with a portable radio transmitter that is attached to water bottles, then fixed to the bike or the rider. Cyclists can use pre-recorded messages to warn motorists but can also record their own customised messages, as well as transmit live to motorists with warnings about traffic situations and other hazards.
In Brazil, as in many countries including the US, interfering with radio frequencies is generally illegal. But exceptions can be made with the approval of stations - and so 98FM has distributed the technology and invited all radio stations to participate in the “Safety Bike Radio” project. The blueprints of the technology have been shared under Common Creative licence meaning anyone can construct one of these simple, affordable, life-saving transmitters.
The project first launched in the Brazilian state of Minas Gerais before expanding to other parts of the country. Awareness spread quickly after the project got picked up by the media, spreading the word through both general and specialised publications. The programme has had “great support” from radio station owners in the country “who want to get on board and help to save lives."
Check out more inspiring examples of our work on SDG3.
1st for Women: 16 Days of Light
Diversity and inclusion
Merdeka LHS: The Coca-Cola Company
For The Human Race
"For The Human Race" celebrates resilience and stubborn optimism by showcasing true stories of real people bringing hope to humanity during the COVID-19 crisis.
ViiV Healthcare: Delivering Unique Customer Journeys
Disrupting online search results to raise awareness about...
SDG3 target 3.4: by 2030, reduce by one third premature m...
India is the suicide capital of the world. Around 135,000 Indians commit suicide every year, with suicide ranking as the most common cause of death for the age group of 15–39 years. Despite thes...
The Story Lab: Street Stars
Our challenge was clear: To show our clients and media owners that we can attract and therefore monetise the attention of an extremely valuable audience.
For a digital start-up to compete, IndieFin had to rise above the noise and attract leads in a category people usually dread. IndieFin had the tough task of getting a young, digital-savvy genera...
Isobar created a location-based interactive audiobook to transform car rides into magical journeys
Pre-register for our 2019 Digital Society Index
dentsumcgarrybowen: Project Revoice
Activating silent voices with a program to digitally clone ALS patients’ voices so they can keep communicating as themselves even after they can no longer physically speak.
Generating conversion for GhanaPostGPS through early engagement, awareness and measurable customer actions.
Driving engagement with William Patrick Corgan's new single through a blend of creativity and technology to create a world-first VR experience.
dentsu X: Sberbank
dentsu X used outdoor ads and unique online banners to drive applications for small business loans and provide communities with the services and shops needed in their area.
360i: Change the Picture
The #ChangeThePicture campaign focused on changing the picture of male mental health.
Isobar & Carat: Dis-Moi Elliot
Dis-Moi Elliot (translated as Tell Me, Elliot) was a campaign that aimed to reduce prejudice about autism through an innovative, interactive and experimental website.
dentsumcgarrybowen: Heart Foundation
Everyone thinks they know what a heart attack looks like, but they’re almost always wrong. This campaign drew attention to the subtle warning signs and actually saved a life.
GoalKeepers17: Rallying around Global Goals
As part of the UN's Common Ground initiative, all of its members have committed to raise awareness of its Sustainable Development Goals amongst businesses and consumers.
Malaria No More: A movement to end malaria
The #MalariaMustDie campaign has been supported by a range of agencies both inside and outside the Dentsu Aegis Network with the end goal being to rally the public support for political action.
Isobar: General Motors
Driving transactions with Chevrolet through this immersive virtual showroom using spatial computing technology.
Fetch: Telegraph Media Group
Driving loyalty for The Telegraph with targeted app download campaigns and personalised re-engagement.
Driving conversion by establishing Eurostar as Europe's most-loved travel experience, using market-leading data strategy that would enable us to create real connections effectively.