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About this initiative

We all love listening to music on a long drive (and in a large country like Brazil there are a lot of long drives!). But sometimes we’re not aware of the speed limit of the road we’re driving on. How can music prevent us from speeding? Dentsu Brazil thought of a way how…

In 2013, about 1.25 million people died from road traffic injuries, the leading cause of death among males between 15 and 29 years of age. Road traffic deaths have increased by about 13 per cent globally since 2000 the United Nations report in its Sustainable Development Goals 3 Good health and well-being section. That’s why it has become a key goal target for the United Nations to tackle before as part of the 2030 Agenda for Sustainable Development: to halve the number of global deaths and injuries from road traffic accidents by 2020.


In Brazil, there are about 40,000 annual deaths through road traffic accidents, many of them the result of speeding. For its client Arteris (a road toll management company), Dentsu developed the “Speed-o-Track”, an app that combines digital and mobile technology to provide an audible signal that you are speeding. The app was developed in conjunction with its sister agency isobar. How does it work? Using the APIs from Spotify (for the music) and Google Maps (for information about speed limits), the app links its information on its current speed in the car to the music being played. If the speed limit is exceeded, the app will “speed up” the music too so you cannot enjoy it anymore. This will provide a gentle nudge to reduce your speed in line with the speed limit.

The app has already gathered a lot of earned media for the client. It was featured in publications in Brazil like Techtudo, Motivo, MSN, Catraca Livre and O Estado de S. Paulo and received downloads across Brazil.