At night in Sao Paulo, poorly lit bus stops can be dangerous places targeted by criminals. Brazilian agency, LVL, and drugstore chain, Drogaria São Paulo, found a solution – drugstores near dangerous bus stops that stay open all night.
According to data from the Campbell Collaboration, an organisation that produces scientific reviews to inform public policies, interventions in public lighting result in an average 21% reduction in crimes committed in the affected areas.
Based on this scenario, LVL mapped all of Sao Paulo’s bus stops and Drogaria São Paulo stores, developing a Python script with an API that, combined with geographic intelligence tools, cross-referenced data from approximately 500 Drogaria São Paulo stores with more than 19,000 bus stops in the city of São Paulo. From this analysis, the most dangerous bus stops with a nearby store were identified.
To keep the lights on and businesses open in those areas, Drogaria São Paulo, the first drugstore with 24-hour opening, created a special selection process to evaluate stores that used to close at 11 pm to operate 24 hours.
The action reinforces the brand’s commitment to the city and aims to reignite the debate around a 2016 Brazilian law, still largely ignored by bus drivers, that guarantees passengers the right to board and disembark outside official stops in dangerous areas at night.
Credits
Client: DPSP Group
Client Team: Marcos Colares, Adriana Brito & Bruna Faria Budeu
Agency: LVL
Vice President at Grupo WE & CEO at LVL: Roberto Campos
Managing Director: Maurício Almeida
Vice President Business: Bruno Luiz
Executive Creative Director: Leonardo Bazello
Creative Director: Murilo Torezan
Creative Team: Gastão Moreira, Demer Rios, Rodrigo Seixas
Account Management: Carolina Anton
Strategic Planning: Omar Assaf
Production: Cida Nascimento
Media: Manoel Neto, Patricia Angelis, Guilherme Moreira & Rafael Rigonatti
