Novo Engenho: National Traffic Week. We are the traffic.

The campaign is based on the principle that at any given moment, you can occupy any of the positions of the public that make up the transit, that is, we are all traffic and therefore we must respect the space of all.
The visual form chosen illustrates a continuous plane where the central character occupies the role in each situation within the transit environment. Thus he represents a cyclist, a driver, a pedestrian, a helper and a caretaker of the elderly. Privileging each public and forming a universal message that enhances respect and fosters a critical look at our stance in traffic and interpersonal relationships. This video format facilitates the breakup of the campaign into other versions, for example digital and social media, as it allows easy fragmentation and segmentation of the message. In this way the approach demonstrates to be more effective and extends the reach in diverse platforms of communication, besides a penetration without greater resistances of all the publics, optimizing the investments and meeting the yearnings of society.



SCRIPT FILM:



The traffic,

it's made by us together

and each path leads you to

a new place.



And so, getting a new look,

we have managed to reduce violence,

increase tolerance and traffic safety.



That is why it is so important to use kindness,

to be light and to put yourself in the position

that makes all the difference:

in place of the other.



National Traffic Week.

We are the transit.