Radio Message Service
Radio Metropole
Issue 40 | September 2016
Agency
Propeg
Creative Team
CCO: Emerson Braga Creative Director: Fabiano Ribeiro, André Amoedo Head of Art: Luiz Celestino Copywriter: Emerson Braga Art Director: Luiz Celestino
Other Credits
Account Director: Vitor Barros Planning Director: Melina Romariz Agency Producer: Juliana Leonelli, Taís Reis, Ariana Guerra Media: Eder Galindo, Lorena Borba Movie Director: Mino Reis, Emerson Braga Client team: Mario Kertesz, Chico Kertsz
Date
May 2016
Background
In Brazil, texting while driving is one of the main causes of car accidents.
Idea
That’s why, Radio Metrópole, a Brazilian public service and utility radio, asked Propeg 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 Metrópole, “no media outlet is better than the radio to take part in this problem”.
More than creating just a campaign, Propeg conceived a public utility service. 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.
Propeg also created a mass media campaign 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.
Check the videocase of the action created by Propeg:
https://www.youtube.com/watch?v=uOMuLwr0h1Y&feature=youtu.be
Results
With the RMS project, 3 million of people were directly affected (without counting spontaneous media and comments on social networks).
The message of the battle against cell phone use while driving, which is a very serious traffic violation in Brazil, won a powerful ally with the high audience that Radio Metropole has in the state.
More than 72,000 messages were read safely by drivers during the vehiculation of the messages in radio programming.
Due to the impact, other radios are interested to do the same service. Radio Metropole plans to keep the RMS as a permanent service.