SafeCap by Ford

By Ford
  • Agency : GTB Brasil
  • Place : Brasil
Advertiser :
  • Ford Motor Company is an American multinational automaker
Objective / insight
  • Truck driver is the profession with more deaths in Brazil and the biggest part of these deaths happen because they fall asleep while driving, which puts in risk not only their lives, but also the lives of anyone on the roads
  • Statistics confirm that 82% of the truck drivers wear caps on a daily routine
  • Ford Trucks realized they can find a solution to accompany truck drivers during their trip by using the cap as a device for safe driving
Implemented strategy
  • Ford developed a software and hardware integrated with a cap, named SafeCap, based on insights of head’s movements that can help to predicts that someone is falling asleep
  • The cap identifies the movements of the truck driver and alerts him in case of sleepy behavior
Technology implemented
  • The team used a neural network to learned human drive behavior and used real-time data to recognize patterns of sleeping to save lives
  • They conduct an extended research to map and interpret data of human head’s movements that tell when someone is falling asleep
  • Reported in more than 40 countries
  • Over 437.000.000 impressions with 117.000.000 people reached


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