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Subway Line 4

Scenario

In 2016, Subway Line 4 will connect Barra da Tijuca with Ipanema in 13 minutes. This is the largest urban infrastructure project underway in Latin America and will transport over 300,000 people per day, taking approximately 2,000 cars off the streets during rush hours.

The change in the layout and the use of the Tatuzão (Tunnel Boring Machine) had major side effects in the area. The main street of Leblon (Av. Ataulfo de Paiva) was totally closed and two of the most important roads in Ipanema (Visconde de Pirajá and Barão da Torre) were partially blocked off, resulting in changes of bus routes in the region. Apart from the increased number of trucks on the streets, trees were also cut down in green areas to set up the construction sites in Ipanema and Leblon, which generated concern among residents.

In 2013, with the work in progress, an archaeological site was discovered in the Leopoldina area – which could disrupt the implementation of the project by historical and cultural preservation agencies. This location also contains the Fábrica de Aduelas (factory that produces the concrete rings which form the tunnels in the South Zone), where the entire stock of these parts is located. The site is intact for future work by the competent authorities.

Challenges

  • Prepare an integrated communication strategy, able to manage image crises that develop as the concerns of the public increase, especially demands to stay on schedule. In the case of Subway Line 4, this deadline is tied to the 2016 Olympic Games.
  • Enhance the image of Line 4 of Metrô Rio in the media.
  • Ensure transparency and a constant flow of information to the population, to increase the level of trust in the project and minimize the impact of negative repercussions in case incidents occur during construction.
  • Keep the public convinced, through appropriate information on the importance and relevance of the project for the city.

Community relations

  • Mapping of influencers and presentations to target audiences
  • Direct communication with residents
  • Printed bulletin with a circulation of 100,000 copies
  • Call center and Interactive Stations
  • Leaflets
  • Monitoring and actions on social networks (blogs, YouTube, Twitter, Google Maps)

Results

It can be seen that reporting by the mainstream media is more balanced. In February 2015, for example, there were 189 positive articles, due to FSB’s proactive work in publicizing the project.

The daily contact with residents was a positive factor, easily identified in the public positions taken by community leaders in talks and interviews.

The visibility of Subway Line 4 can also be measured on social networks. Since November 2011, when FSB starting work on the networks, the Subway Line 4 blog has been accessed more than 240,000 times and pages have been viewed over 460,000 times. This means that users browse the different blog pages. More than 700 publications have been produced.

On Twitter, the Subway Line 4 profile has over 1,400 followers and has reached 16 million users since its inception. More than 3,000 publications have been posted. The YouTube channel of Subway Line 4, created in January 2012, has gotten more than 112,000 views through at least 250 clips.

The Google Maps of Line 4 has already been viewed by over 26,000 users. This entire audience is organic, since the concession company does not subscribe to the strategy of paying for promotional posts.