Waiting for a bus alone at night can turn an ordinary journey into an uncomfortable experience. For many women, the concern is not just when the next bus will arrive, but whether they will feel safe while waiting. In Brazil, Eletromidia and advertising agency AlmapBBDO found a way to address this concern through Abrigo Amigo, which translates to “Friendly Shelter” in English. The project transformed ordinary bus shelters into places where people could connect with a real person for support during the night, turning digital advertising screens into a source of reassurance for those waiting alone.
Across Brazilian cities, isolated bus stops can leave passengers with few options if they feel unsafe or simply want someone nearby. Eletromidia and AlmapBBDO recognised that the digital advertising panels already installed in these spaces could serve a purpose beyond commercial communication. Instead of displaying advertisements around the clock, the team adapted the screens to offer a direct connection to someone who could provide support after dark. Originally known as Guarded Bus Stop, the project won a Gold Lion at the 2023 Cannes Lions International Festival of Creativity before expanding under the name Abrigo Amigo.
Between 8 p.m. and 5 a.m., the digital panels can switch from regular advertisements to an interactive video-call service. Each participating shelter is equipped with an internet connection, a camera with night-vision capability and a microphone. Anyone waiting at the stop can press a button beside the screen to connect with a trained operator at Eletromidia’s call centre. Once the call begins, an operator appears on screen and speaks directly with the person waiting for the bus. The operator can offer company, ask whether the passenger needs assistance and remain connected until the bus arrives. If a more serious situation arises, the service can also help contact the appropriate emergency or public authorities. The goal is not to replace physical security, but to make the wait feel less isolating and provide a way to seek help when needed.
During the day, the screens return to their usual advertising role, allowing the project to combine public service with Eletromidia’s existing business. Rather than building an entirely separate network of safety stations, the team adapted infrastructure already present in the city. The same screen that promotes a product during the day can offer a human connection at night. It is a practical example of how advertising technology can be used for something beyond reaching consumers.
The project first ran as a pilot in Campinas before reaching São Paulo. In August 2023, Eletromidia inaugurated its first ten Abrigo Amigo locations in São Paulo, beginning a wider rollout that aimed to bring the service to 100 bus shelters across São Paulo, Rio de Janeiro and Campinas. The expansion involved partnerships with brands including Santander, Vivo, Bradesco Seguros, Sempre Livre, Diageo and Anhanguera, alongside support from public authorities. The locations were planned in stages, taking local demand and the potential number of users into account.
For Eletromidia, the project offered a different way to demonstrate the value of out-of-home advertising. The company could show that its screens were not simply digital billboards competing for attention, but connected pieces of urban infrastructure capable of providing a useful service. AlmapBBDO’s creative leadership described the initiative as an opportunity to bring commercial goals together with a social purpose. The participating brands could support a meaningful public service while helping make the project’s expansion possible.
Recognition at Cannes helped bring international attention to the campaign, but its most important feature remains its everyday usefulness. Abrigo Amigo does not promise to eliminate the risks people face on the streets. Instead, it responds to one specific moment of vulnerability: waiting alone for public transport after dark. The campaign turned advertising screens into a point of human connection, proving that outdoor media can do more than deliver a message.
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