It’s a big (and somewhat stressful) week for students in Brazil who are preparing for college entrance exams (along the lines of the SATs in the US) known as ENEMs (Exame Nacional do Ensino Médio). 

And to turn commuting down time into study time for the exams, TikTok and WPP agency AKQA Casa in Sao Paulo have launched a digital out of home campaign called “Review Routes.” 

In addition to helping students prepare for the exam, the campaign is designed to showcase TikTok’s educational community and learning tools. 

The campaign transforms urban street media into learning tools, offering quick study tips and summaries of the most-searched exam topics.  Running from November 8th to the 16th, the nationwide DOOH initiative spans dozens of locations across 12 Brazilian states, featuring digital panels, bus shelters, and interactive newsstands. 

The content is crafted by a team of teachers who are known for their presence on TikTok including (to name just a few) biology lessons from Yago Stephano (@yagostephano), chemistry with Gabriel Cabral (@profgabrielcabral), and math taught by Gabriela de Mello (@ameninadamatematica).  

Beyond DOOH, TikTok is hosting masterclasses in 48 movie theaters across 32 cities, offering more than 14,000 free tickets.  

“Review Routes” is part of a larger campaign, “Millions Of People Learn Something New On TikTok,” and is rooted in the company’s positioning that TikTok is a growing hub for learning, with a robust community of educators and billions of views on educational content.