According to data from the World Population Review, the city of São Paulo is the fourth largest city in the world, with the district, Capão Redondo, housing 268.7 thousand residents. … read moreBased on this information, Santander, one of the largest private banks in Brazil, has reaffirmed its commitment to society through an innovative initiative aimed at supporting small local businesses in the Capão Redondo region, an underprivileged neighborhood in the city of São Paulo. Known as "Bus Stop. Business Go", involves renovating 100 bus stops and donating the corresponding advertising spaces to over 400 entrepreneurs in the area, with the aim of boosting the local economy and creating a virtuous cycle of growth and customer loyalty. Designed by the agency Streetwise in partnership with Eletromidia, this project leverages the recycling and revitalization of 100 bus stops removed from upscale areas of São Paulo and combines it with the donation of advertising spaces, addressing the main needs of the Capão Redondo neighborhood. The project also contributes to improving urban mobility in the region, promoting safety and comfort for residents who rely on public transportation. The project has been divided into four phases, with 100 advertising spaces being donated to local businesses in each phase. Currently, the initiative is in its second round, benefiting a total of 200 entrepreneurs. The initiative will continue until 2024, including another 200 businesses on the waiting list, totaling 400 small businesses being highlighted. Santander's "Bus Stop. Business Go" has proven to be extremely effective in increasing the visibility and promotion of these local companies among the district's population. According to a survey conducted by the bank, over 80% of the benefited entrepreneurs reported an increase in business visibility through out-of-home advertising. Furthermore, 55% of them noticed an increase in the number of customers and revenue.
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