RADIO METROPOLE: RMS - RADIO MESSAGE SERVICE

In Brazil, texting while driving is one of the main causes of car accidents. That's why, Radio Metrópole, a Brazilian public service and utility radio asked the agency to create a campaign that raised awareness to the problem and blocked people from sending text messages to friends, colleagues and family members that were driving.According to Mario Kertesz, founder and main announcer of Radio Metropole "No medium is better than the radio to take part in this problem."

But the agency went beyond. More than creating just a campaign, a public utility service was created. That was how RMS Radio Message Service, was born. The idea was to use the radio broadcast as a text message reader. The mechanism was simple: If you knew the person you need to text was driving you would send the text directly to Metrópole’s specific whatsapp number. The announcers then read the messages live and drivers no longer had to pick up their phones while driving.

A mass media campaign was also created to spread the RMS whatsapp number. More than 3 million people were impacted by the action, thousands of text messages were already received and heard safely by drivers.