Brazilian Formula One star Rubens Barrichello has launched the Think Before You Drive campaign in his own country.
Following a summer promoting the road safety campaign around Europe, Barrichello and fellow Formula One driver Tiago Monteiro joined the Automobile Association of Brazil (AAB) and Bridgestone to kick start "Pense Antes de Dirigir" with a large press conference at the Grand Hyatt Hotel in Sao Paulo.
The campaign continued at the Interlagos circuit, home of the Brazilian Grand Prix. The AAB had enormous campaign signs strategically positioned at the entrance and exit point of the circuit and the entrance of the paddock area, emphasizing the importance of seatbelts. Campaign videos were also repeatedly shown at the giant screens and TV monitors at the circuit, so that all the 60,000 spectators would see them. Information about the campaign was published in the official programme.
One distinct feature was a performance by three actors, dressed up as dummies, who, in a light-hearted way, gave a live performance of the AAB's campaign video. The trio performed at many different locations, including the VIP areas, the track, and even performed for the mayor of São Paulo, and other influential politicians who have demonstrated support for the campaign.
Campaign wristbands were distributed at the circuit and, during the course of the event, became something of a fashion accessory. A unique feature of the Brazilian campaign was introduced with the presentation of a beautiful gold version of the Think Before You Drive wristband ( a bracelet, in fact) to Grammy-nominee Daniela Mercury, who sang the national anthem prior to the race, by the AAB. The Mayor's wife and Mrs. Slavica Ecclestone also received (and proudly used!) these beautiful jewels providing stories for the press and television which covered the event held in the Paddock Club.
Beyond the glamour of the F1 paddock, the AAB is working in partnership with major motorway agencies to distribute "Think" leaflets at toll road stations. Bridgestone Brazil is also actively promoting the campaign and will engage in distributing tyre pressure gauges in the months ahead.