Safety Bike Radio

In an unprecedented initiative aimed at reducing the number of accidents involving cyclists in Brazil, Isobar launched a device that alerts drivers about cyclists on the road.

Safety Bike Radio is a portable radio transmitter that interferes with the frequency of a radio station from up to 30 metres, sending alert messages to drivers such as “there are cyclists around, keep a safe distance."

Messages are prerecorded, but cyclists are also able to record customised messages for drivers and communicate in real time. This reduces the chance of accidents due to lack attention or the presence of cyclists in the drivers’ blind spots.

The project was developed especially for the 98FM radio station from the Brazilian state of Minas Gerais, and it’s being tested in the cities of Belo Horizonte and Brasília.

Agency: Isobar
Executive Creative Director: Mateus Braga
Creative Director: Alex Coelho, Filipe Braga
Copywriter: Erick Moneró
Art Director: Paulo Ribas
Design: Moisés Amaral, Filipe Braga, Vini Costa
UX: Nathalia Alves
Account Manager: Eliel Allebrandt
Tech Director: Luiz Paulo Rosa
Art Buyer: Renata Cartafina
Production Company: Plural Imagem e Som
Director: Thiago Sassioto