Santander Bank: Bus Stop. Business Go

Santander Bank's unprecedented initiative drives the local economy in one of Brazil's less privileged communities

The initiative aims to benefit residents and entrepreneurs in one of the most deprived regions of the fourth largest city in the world, assisting in the growth of local businesses and the neighborhood's infrastructure.

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. Based 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.

"This achievement is entirely focused on a bank's main asset: its people. That's why we always strive to pay close attention to what is within our reach to make people's daily lives more pleasant and prosperous. The goal of the project is to boost the economy of the Capão Redondo region, while bringing more comfort and safety to the population," comments Igor Puga, partner and CMO of Santander.

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.

Analyzing the geographical context, Capão Redondo faces economic and social challenges, with a population of over 300,000 people, 73% of whom rely on public transportation daily. Additionally, the neighborhood is home to approximately 4,500 small entrepreneurs, making it an important business hub. It is worth noting that Capão Redondo also has the highest number of Santander account-holding entrepreneurs, making the bank's branch in the region the largest in Latin America serving small business clients.

"We are proud to have created a social initiative that generates a virtuous cycle in the local economy of the neighborhood. We look forward to realizing the next stages and witnessing the continued prosperity of small businesses," concludes Paul Heath, Founder and CSO of Streetwise.