Since 2014, the Yellow May movement has been promoting the discussion of road safety with the aim of reducing traffic accidents and deaths. As a result, Waze, the largest community mobility app, launches, in partnership with other companies: Ipiranga, 99, Gringo and the NGO Observatório Nacional de Segurança Viária, a whole month of awareness messages about traffic accidents in its app.
The national campaign in support of Yellow May is a creation of all companies. When entering a destination in the application, the driver will receive a message that reminds him of the importance of traffic safety, for example, don’t forget to fasten your seat belt, among others. The message is based on the sense of community, which is intrinsic to the platform, to engage drivers, passengers and pedestrians in building safer traffic.
The creation of this project, planned and developed by the Mutato agency, allows several ways to create connections with the audiences of these brands that are so powerful in voice and branding. The strategy is to use the technology and tools that each company has to strengthen agile and integrated communication.
Heloisa Pinho, Country Manager for Waze in Brazil, commented on the initiative:
“Waze is an app built by the community and for the community, we change the way people get around – helping people save time and have a better quality of life on the road. On the other hand, we also care a lot about safety, which is why we have functions such as speed limit alert, child or pet warning in the vehicle, accident reports and other important functions to keep drivers and their passengers always protected.”
Ipiranga is a partner company of the Observatory, which created the Yellow May in 2014 to draw society’s attention to the high rates of deaths and accidents in traffic. In addition to Yellow May, the company engages thousands of people in similar actions on Driver’s Day, Truck Driver’s Day and National Traffic Week. Bárbara Miranda, marketing and business director at Ipiranga, commented:
“People’s engagement is fundamental when it comes to traffic care. As a company that supports the mobility of people, Ipiranga plays an important role in this issue, and will expand the movement alongside partner companies such as Waze. Driving carefully and not answering your cell phone when you are behind the wheel are habits that may seem small, but they are essential to avoid accidents and even save lives”
The executive recalls that Ipiranga will also engage more than 20,000 drivers among employees, service providers and users of the Pró-Frotas management platform, in addition to campaigns on social networks and in the media to promote Yellow May.
José Aurelio Ramalho, CEO of the Observatory, says:
“We are sure that, in this 9th year of the Yellow May Movement, we will reach Brazilians everywhere. The partnership of these four major brands, in favor of traffic safety, demonstrates the latent concern of this issue at all levels of society. The traffic accident is yes today, a concern of all and the Movement came to shed light on this issue that indiscriminately affects anyone who transits.”
For 99, the partnership with Waze at a time of national mobilization such as Yellow May is natural and fully aligned with the company’s practices regarding respect, responsibility and empathy between drivers and passengers in the construction of safer traffic. Taking safety as a priority, the company makes more than 50 resources available to passengers and driver partners before, during and after the journeys.
Rodrigo Colmonero, CEO and co-founder of Gringo, analyzes:
“Gringo is a company that aims to be the driver’s best friend, so care with traffic safety is very natural. We are honored to be able to work together with other brands in an action like this because it is not just about the growing community of users, but also reaches family and friends, both as drivers and as pedestrians.”
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