Problem
In 2024, the State of São Paulo, Brazil recorded 2,630 traffic deaths, representing a 12% increase compared to 2023. Among the victims, 43% were motorcyclists.
Solution
Urging motorcyclists to respect speed limits, coupled with enforcement actions across the state, can reduce motorcycle traffic deaths.
Campaign
Launched by São Paulo’s state traffic authority in October 2025, “Over the Limit” showcased an injured motorcyclist in a wheelchair explaining how 10km/h in traffic makes a difference by sharing his own crash experience as an example. The campaign, which ran on TV, radio, out-of-home spaces, indoor spaces and social and digital media, was planned based on message testing results, and a post-campaign study was conducted to evaluate its impact after it ran.