In a bold blend of social responsibility and smart marketing, Drogaria São Paulo has unveiled a creative campaign that turns its brick-and-mortar drugstores into unexpected allies in the fight against urban violence. The initiative, created by Brazilian agency LVL, is a compelling example of how data-driven solutions and brand purpose can come together to make a real difference — while positioning a company as a socially conscious leader.

Shining a Light on Public Safety

Urban violence, particularly around bus stops at night, remains a persistent issue in many large cities, including São Paulo. The fear of assault or harassment often keeps commuters on edge, especially in poorly lit or isolated areas.

To address this, Drogaria São Paulo launched a campaign that uses its own network of stores to illuminate danger zones — quite literally.

Here’s how it works:

• Data Cross-Referencing: Using a custom-built Python script and geographic intelligence tools, the agency cross-referenced the locations of approximately 500 Drogaria São Paulo stores with over 19,000 bus stops across the city.
• Crime Mapping: The system pinpointed the most dangerous bus stops based on urban violence data, identifying those in close proximity to one of the chain’s drugstores.
• Extended Store Hours: Stores near these high-risk areas that typically closed at 11 p.m. were reevaluated and selected to operate 24 hours, ensuring the area remains lit and active throughout the night.

Backed by Research, Driven by Purpose

According to studies by the Campbell Collaboration, improving public lighting can reduce crime in an area by an average of 21%. Drogaria São Paulo took this insight and turned it into action, leveraging its infrastructure to protect and empower local communities.

But the campaign doesn’t stop at logistics and technology. It reignites a broader conversation about public policy, specifically the 2016 Brazilian law that allows passengers to request offboarding outside official bus stops in dangerous zones at night — a law that remains largely ignored.

By placing a spotlight on this issue, both figuratively and literally, the brand not only improves safety but also advocates for better compliance and enforcement of existing protections.

Why This Campaign Stands Out

In a world where brands are increasingly expected to stand for something meaningful, this campaign sets a high bar. Here’s why it’s being applauded:

• Creative Use of Technology: The campaign is a perfect example of geolocation marketing paired with civic tech.
• Brand Purpose in Action: Instead of launching a traditional ad, the brand creates real-world impact.
• Community Engagement: Locals see tangible benefits, fostering loyalty and trust.
• Strategic Messaging: It ties seamlessly into the brand’s identity as a reliable, community-focused drugstore.

Key Takeaways for Marketers and Creatives

This initiative offers valuable lessons for advertisers, marketers, and brand strategists looking to craft purpose-driven campaigns:

• Data is more than analytics — it’s a storytelling tool. When used creatively, data can lead to impactful, headline-worthy ideas.
• Purpose builds brand equity. Consumers are increasingly drawn to brands that do more than just sell.
• Location-based strategies are powerful. Knowing where and how your audience interacts with your brand opens up unique opportunities.
• Tackling real problems drives real engagement. Aligning your campaign with a social issue can result in earned media, stronger brand affinity, and community goodwill.

Conclusion: A Bright Idea That Goes Beyond Business

Drogaria São Paulo’s campaign is more than a safety initiative — it’s a powerful marketing story, a creative use of data, and a testament to how brands can genuinely contribute to public welfare. By turning everyday storefronts into 24/7 beacons of safety, the company has elevated its role from retailer to community protector.

In the realm of creative advertising and marketing campaigns, this one stands out as a shining example — both literally and metaphorically — of innovation, empathy, and strategic brilliance.

Creditsviolence at bus stops
Advertiser: DPSP Group
Title: 24h Bus Stop
Agency: LVL

This campaign is about:
Drogaria São Paulo, Urban Violence, Bus Stops, Public Safety, 24-Hour Stores, Brazilian Law, Crime Reduction, Data-Driven Solutions, Creative Advertising, Marketing Campaigns, Brand Purpose, Public Policy, Community Engagement, Location-Based Strategies, Social Responsibility, OOH advertising, OOH campaign, Outdoor Campaign

In a bold move to combat the alarming issue of plastic pollution in the Pacific Ocean around Mexico, the iconic beer brand Corona hosted a groundbreaking event. With an annual influx of 750 million plastic containers into the ocean, the Plastic Fishing Tournament aimed to shed light on the severity of the problem and inspire meaningful change.

 
Event Highlights:
The Plastic Fishing Tournament, a brainchild of Corona in collaboration with New York agency We Believers, took place on June 12 in Mazatlán, a picturesque resort town in the state of Sinaloa. Local fishermen, in partnership with recycling company México Recicla and environmental organization MazConCiencia, enthusiastically participated in the event. Their mission: to retrieve plastic from the Pacific Ocean and turn the tide against the growing pollution crisis.

Results:
Over a span of four hours, more than 60 fishermen on 30 boats collectively removed an astounding 2.9 tonnes of plastic from the channel between Isla de la Piedra and the Urías estuary. This specific area had been significantly impacted by the waste left behind by tourists, as reported by the Mexican newspaper El Economista.

Recognition and Rewards:
To incentivize the participants, Corona and its partners offered generous cash prizes for the top plastic collectors. The boat that gathered the most plastic, a staggering 319kg, was awarded MX$15,000 (US$750). Second and third places received MX$10,000 (US$500) and MX$5,000 (US$250), respectively. All participating fishermen were recognized with medals, along with vouchers for utilities and utensils crafted from recycled materials, showcasing the potential for ocean cleanup to be a sustainable source of income for local communities.

Environmental Impact:
The collected ocean plastic will undergo recycling thanks to México Recicla, situated in Ecatepec – a municipality grappling with a high rate of femicides. Empowering women through economic independence, around 60% of México Recicla’s workforce comprises women. Since December 2020, the partnership between Corona and México Recicla has successfully collected over 5 million kg of plastic, further contributing to the fight against environmental degradation.

Empowering Local Communities:
Gustavo Lauria, co-founder of We Believers, emphasized the critical impact of plastic pollution and overfishing on small local fishing communities in Mexico. By encouraging fishermen to shift their focus from catching fish to collecting plastic, the initiative aims to create a new and sustainable source of income for these communities, illustrating the interconnectedness of environmental conservation and economic empowerment.

Conclusion:
Corona’s Plastic Fishing Tournament stands as a testament to the brand’s unwavering commitment to environmental stewardship. Beyond raising awareness, the event exemplifies a practical and impactful approach to addressing the plastic pollution crisis, offering a glimmer of hope for the ocean and the communities that depend on it. As we celebrate these efforts, it becomes evident that collective action is the key to preserving our oceans and securing a cleaner, more sustainable future.

Credits
Agency: We Believers, New York
Client: AB InBev
Campaign: Plastic Fishing Tournament
Production Company: Primo, We Doers

This campaigns is about:
Plastic Fishing Tournament, Ocean Pollution, Plastic Waste, Environmental Conservation, Sustainable Initiatives, Fishing Communities, Recycling, Eco-Friendly, Environmental Impact, Women Empowerment, Ocean Cleanup, Beer, Corona, Pacific Ocean, Plastic Containers, Eco-Conscious Events, Plastic Pollution Awareness, Community Engagement, Economic Independence, Environmental Stewardship, Plastic Collection, Creative Solutions, Marine Conservation, Green Initiatives, Plastic Recycling, Environmental Partnership, Social Responsibility, Tourism Impact, Ocean Sustainability.

Sascha Hanke, the executive creative director at Kolle Rebbe explained the making-off-procedure: “It was a challenge. All processes connected with the donation had to be synchronized. When the card is swiped a secure process quickly authenticates it and in a split second activates a film sequence on screen”.

About MISEREOR
Germany’s biggest catholic aid organisation MISEREOR works for the world’s poorest people, regardless of denomination. We develop prize-winning campaigns and new products based on the principle of ‘Playful, not pitiful’.

Credits:
Brand: MISEREOR
Campaign: MISEREOR Social Swipe
Agency: Kolle-Rebe and Stripe.com

This campaign is about:
Product Innovation, Product Design, Best donation campaign, Interactive Campaign, Technology, social responsibility

Here retreat is no longer an option.
The Mekong River, it’s the last stand before 2,000 tons of trash flow into the ocean each day.

730,000 tons of trash a year that flow straight into the ocean, must be stopped.

The key is how.

Is there a way to protect the Earth without harming it?
Is there a way to engage people to be proactive?

Meet with Hanwha’s game-changing idea and the Clean Up Mekong campaign with solar boats.

Tags:
Innocean Worldwide, Advertising agency, New York Festivals Advertising Awards, Cannes Lions Awards, Clio Awards, COVID-19, Hanwha, Vietnam, Global Green Growth Institute, public awareness, sustainable development, social responsibility, Mekong River, Technology, Innovation

Tags:
Packaging Design, China, Beauty, Biohyalux, 33 and Branding, Product Packaging, Biohyalux Packaging Design