Good to be good / Drogaria São Paulo addresses a local safety issue by stepping in where government action has fallen short, linking the brand to an important problem people care about and generating positive PR.
By keeping nearby bus stops lit throughout the night, Drogaria São Paulo offered a practical response to a gap in public safety policy, reinforcing its presence as both a business and a civic actor, serving a real public need while also reinforcing the brand through meaningful visibility and relevance.
Leonardo Bazello, executive creative director at LVL, told Contagious, ‘Turning our stores into 24-hour support points was a practical, accessible, and scalable way to provide more safety, comfort, and dignity to those who rely on public transport at the most vulnerable hours of the day. We believe that brands with reach, infrastructure, and a clear purpose can, and should, step in where the public sector hasn’t fully arrived.’
In our Brand Citizenship trend, we discuss the importance for brands to add value to society and that marketers’ jobs are to sell, but also to serve consumers. You can find out more about this trend here.
Turning storefronts into storyfronts / This campaign is an excellent example of a strategic media approach. Rather than buying media space, Drogaria São Paulo used its own stores as media assets. Importantly, the brand avoided a blanket approach, instead using data to identify and prioritise stores located near the most dangerous bus stops.
It’s a smart way to demonstrate and reiterate the brand’s role in people’s lives. ‘Drogaria São Paulo is one of the largest pharmaceutical retail chains in Brazil, with over 80 years of history and a strong presence across multiple states. Over time, the brand has taken on a role that goes beyond selling medicine, becoming a trusted reference in health and everyday well-being. Our stores are not just retail points; they’re part of the daily lives of millions of Brazilians. That’s why we felt we not only had the legitimacy, but also the responsibility to use our structure to create real, positive impact,’ Bazello told us.
