Abrigo Amigo Project by Eletromidia: Transforming Women Safety
Abrigo Amigo Women Safety Campaign Blending Safety and Innovation at Bus Shelters.
Imagine waiting for a bus late at night, alone at a dimly lit stop, feeling uneasy about your surroundings. Now picture having a virtual companion to keep you company until your ride arrives. This is the reality being brought to life by Eletromidia, Brazil’s leading out-of-home advertising company, through its innovative Abrigo Amigo project. Launched in collaboration with ad agency AlmapBBDO, this initiative is transforming bus shelters into safe havens while seamlessly blending cutting-edge technology with impactful advertising. As of March 17, 2025, the project is expanding across São Paulo, Rio de Janeiro, and Campinas, offering a fresh perspective on urban safety and brand engagement.
What Is the Abrigo Amigo Project?
Abrigo Amigo, originally known as “Guarded Bus Stop,” is an award-winning initiative that took home a Gold Lion at this year’s Cannes festival. Designed to enhance safety at bus stops—especially for women waiting alone after dark—it combines smart technology with a human touch. Eletromidia has partnered with major brands like Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo, and Anhanguera, along with government support, to roll out 100 high-tech bus shelters across Brazil’s major cities.
The project kicked off with a successful pilot in Campinas in April and is now entering an exciting new phase. The first ten locations have just been unveiled in São Paulo, with plans to expand strategically based on local demand and user needs.
How Abrigo Amigo Works
So, how does this groundbreaking concept actually function? It’s simpler—and smarter—than you might think.
Nighttime Video Calls: From 8 p.m. to 5 a.m., the digital screens at these bus shelters switch from displaying ads to enabling video calls. Equipped with internet access, microphones, and night-vision cameras, they connect users to Eletromidia’s call center.
A Virtual Companion: Anyone waiting can chat with a friendly operator who stays on the line until their bus arrives, offering peace of mind during those vulnerable moments.
Daytime Advertising: During daylight hours, the screens revert to their original purpose—showcasing advertisements—making this a dual-purpose innovation.
This clever use of technology tackles a real social issue while keeping the advertising ecosystem thriving, proving that purpose and profit can coexist.
Why Abrigo Amigo Matters
Safety in urban areas, particularly for women, remains a pressing concern in Brazil and beyond. Abrigo Amigo addresses this head-on by turning a routine wait into a secure, supported experience. Alexandre Guerrero, CEO of Eletromidia, sums it up perfectly: “We’re thrilled about this new stage of the project, which has the potential to make a positive impact on the lives of thousands of people. Eletromidia is dedicated to transforming cities.”
Beyond safety, the initiative showcases how brands can align with social good. Rafael Gil and Rodrigo Almeida, executive creative directors at AlmapBBDO, note, “Abrigo Amigo is a rare opportunity to align commercial goals with a social purpose.” It’s a win-win: companies demonstrate their technological prowess while contributing to a safer society.
Key Benefits for Users and Brands
Enhanced Safety: Women and other vulnerable individuals feel more secure at night.
Brand Visibility: Partnering companies gain exposure through a meaningful, high-impact campaign.
Innovative Tech: Eletromidia proves its leadership in out-of-home advertising with this forward-thinking solution.
The Rollout: Where and When
The project is unfolding in stages, starting with a soft launch of ten bus shelters in São Paulo. Rio de Janeiro and Campinas will follow, with the remaining locations activated based on data like user demand and local safety needs. This phased approach ensures the initiative adapts to real-world conditions, maximizing its effectiveness.
The pilot in Campinas laid the groundwork, and now, with private-sector backing and government collaboration, Abrigo Amigo is poised to scale up and make a lasting difference.
What’s Next for Abrigo Amigo?
As the project grows, it’s likely to inspire similar efforts worldwide. The blend of technology, safety, and advertising could become a blueprint for other cities grappling with urban challenges. For now, Brazil is leading the charge, showing how innovation can transform something as simple as a bus stop into a lifeline.
Final Thoughts: A Step Toward Safer, Smarter Cities
Abrigo Amigo is more than just a clever advertising gimmick—it’s a testament to the power of technology to address real human needs. By making bus stops safer and more connected, Eletromidia and its partners are setting a new standard for what out-of-home advertising can achieve. Whether you’re a commuter seeking security or a brand looking to make a meaningful impact, this project offers something worth celebrating. As it expands across Brazil in 2025, Abrigo Amigo is proving that small changes can lead to big transformations—one bus stop at a time.
Credits
Campaign: Abrigo Amigo
Agency: AlmapBBDO
CEO: Filipe Bartholomeu
CCOs: Luiz Sanches and Marco “Pernil” Giannelli
Executive Creative Directors: Rafael Gil and Rodrigo Almeida
Creatives: Rafael Gil, Rodrigo Almeida, Ingryd Cruz, Gustavo Tasselli, and Fernando Christo
Liaisons: Fernando “Fefo” Silva and Manuella Gavioli
Media: Rafaela Alves, Suellen Kiss, and Thiago Gonzales
Film Production: CINE
Scene Directors: Walk In
Approval: Lucio Schneider and Marcelo Pacheco
This campaign is about:
Abrigo Amigo project, Eletromidia, Women safety, Bus stops, Brazil, Smart Tech, São Paulo, Rio de Janeiro, Urban safety, out-of-home advertising, innovative bus shelters, safety technology, AlmapBBDO, women protection, Brazilian cities, public safety initiative, OOH Campaigns.
