National Road Safety Observatory

What National Road Safety Observatory does

The Observatório Nacional de Segurança Viária (ONSV) is a Brazilian non-profit social institution (OSCIP) founded in 2011 by José Aurelio Ramalho in Indaiatuba, SP, now headquartered in São José dos Campos. It operates across three pillars — Research/Development/Innovation, Social Impact, and Advocacy — to reduce Brazil's elevated traffic fatality rates, and it holds Special Consultative Status with the UN ECOSOC. Its core programmatic assets include Movimento Maio Amarelo (a national road safety awareness campaign launched in 2015 that has reached 16M+ people), Programa Laço Amarelo (corporate ESG engagement), Observador Certificado (a professional certification program with 16 graduating cohorts), and Observatório Educa (K-12 traffic education materials approved by SENATRAN and the Ministry of Education).

Underpinning these programs is a data and digital platform layer: the SOMA observation/monitoring system (launched 2014), the new IRIS Integrated Road Safety Indicators dashboard (launched 2025), DataSUS hospitalization analysis pipelines, an e-learning platform, and the Academia Visão Zero training academy. The technology stack combines statistical analysis, GIS mapping, and educational content systems focused specifically on Brazilian road safety data — a domain-specialized but conventional analytics approach.

ONSV funds itself through four streams: corporate Mantenedor Social partnerships (Uber, iFood, 99, InDrive, Volvo, ENGIE, CNT SEST SENAT, and others providing financial and in-kind support plus strategic counsel), fee-based professional certification courses and specialized training, paid speaking engagements, and educational consulting for schools deploying Observatório Educa. Pricing is quote-based and not publicly disclosed; digital educational materials are free with member registration. Go-to-market combines community-led engagement (the certified observer network), event-driven mobilization (annual Maio Amarelo), and product-led digital access via SOMA/IRIS and the member portal. Customer segments span corporate ESG programs, K-12 education networks, traffic safety professionals, and federal/state government agencies.

Name

National Road Safety Observatory

Legal name

Observatório Nacional de Segurança Viária

Website

https://onsv.org.br

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Short description

The Observatório Nacional de Segurança Viária (ONSV) is a Brazilian non-profit OSCIP founded in 2011 that reduces traffic fatalities through research, education, and advocacy, serving corporates, schools, professionals, and government via programs like Maio Amarelo and the IRIS data platform.

Ownership category

akta.pro rank

Product category

Road Safety Advocacy and Education

NAICS

Justice, Public Order, and Safety Activities (922)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Adaptive Traffic Signal Control (ATSC) (TLAJACAA)

akta.pro secondary industry

Environmental Permitting & Impact Assessment (EIA/NEPA) (BPAIAMAK)

Keywords

• Road safety advocacy
• Traffic safety education
• Road safety research
• Corporate ESG partnerships
• Traffic awareness campaigns

Headquarters

HQ city

São José Dos Campos

HQ country

Brazil

HQ region

Latin America

Offices2 records

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Others

Revenue model

1. Social Maintainers (Mantenedores Sociais): Corporate ESG partnerships where companies contribute financial resources, goods and services to support ONSV activities. Mantenedores Sociais serve as institutional advisors and help define strategic priorities while receiving visibility and engagement opportunities
2. Courses and Training: Revenue from the Observador Certificado certification program and specialized training courses for professionals in traffic safety, education and urban planning
3. Speaking Engagements: Revenue from lectures and presentations delivered by ONSV specialists on road safety topics
4. Educational Consulting: Specialized consulting services for schools and education networks implementing the Observatório Educa program, including educator training and customized program deployment

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

ONSV is a Brazilian non-profit social institution (OSCIP) that delivers road safety awareness, education, professional certification, and data analytics across Brazil. Its core offerings include the Maio Amarelo national awareness campaign, the Observatório Educa school curriculum, the Observador Certificado professional certification, the Laço Amarelo corporate ESG program, and proprietary data platforms (SOMA and IRIS) for traffic safety monitoring.

Product overview

The Observatório Nacional de Segurança Viária (ONSV) is a non-profit social institution dedicated to reducing road traffic victims in Brazil through three main pillars: Research, Development and Innovation; Social Impact; and Advocacy. The organization operates a portfolio of interconnected programs including the Movimento Maio Amarelo (Yellow May Movement) - its flagship awareness campaign launched in 2015, the Programa Laço Amarelo for corporate ESG engagement, the Observatório Educa for school-based traffic education, the Observador Certificado professional training program, and the SOMA/IRIS data platforms for road safety monitoring and analysis. Additional initiatives include the Academia Visão Zero, Selo Mobilidade Segura certification, Dica Segura educational campaign, and Forum Urbanidade forums. The organization functions as an Organizational Consultative Entity to the UN ECOSOC and is recognized by Brazil's Ministry of Justice as an OSCIP.

Differentiator

Problem solved

Functional benefit

Brands

• Maio Amarelo (Yellow May): The main awareness movement created by ONSV in 2015, focused on traffic safety with yellow ribbon symbolism. The largest movement in favor of road safety in Brazil, reaching over 16 million people.
• Programa Laço Amarelo (Yellow Ribbon Program)
• Observatório Educa
• Observador Certificado
• IRIS – Indicadores Rodoviários Integrados de Segurança
• Academia Visão Zero
• Programa Educa

Products and services

• Movimento Maio Amarelo (Yellow May Movement) Brazil's largest road safety awareness movement launched in 2015, mobilizing society for safer traffic through annual themes, media partnerships, corporate participation, and educational campaigns. Reached over 16 million people across eight years.
• Programa Laço Amarelo (Yellow Ribbon Program) Corporate social responsibility program engaging companies in road safety practices through ESG commitments. Companies join as members providing strategic counsel and financial support to ONSV.
• Observatório Educa Educational program supporting schools and education networks in promoting traffic education from early childhood through high school, with materials approved by SENATRAN and the Ministry of Education. In 2025, fully restructured with free digital access.
• Observador Certificado (Certified Observer Program) Professional certification program training individuals in road safety, vehicle safety, and mobility best practices. 16 training cohorts completed as of 2025, with graduates spread across Brazil.
• SOMA - Sistema de Observação, Monitoramento e Ação (Observation, Monitoring and Action System) Proprietary observation, monitoring, and action platform launched in 2014 for tracking and analyzing road safety data and indicators across Brazil.
• IRIS - Indicadores Rodoviários Integrados de Segurança (Integrated Road Safety Indicators) Integrated Road Safety Indicators system launched in 2025 for comprehensive monitoring and analysis of road safety metrics across Brazilian highways.
• Selo Mobilidade Segura (Safe Mobility Seal) Safe Mobility Seal certification recognizing organizations committed to road safety practices, with first certificates issued in 2024.
• Academia Visão Zero (Vision Zero Academy) Vision Zero Academy launched in 2021, providing specialized training and education on Vision Zero principles for zero traffic deaths.
• Programa Mantenedor Social (Social Maintainer Program) Corporate sponsorship program where companies committed to ESG practices provide financial support, goods and services, and strategic counsel to ONSV's road safety mission. Partners include Uber, iFood, 99, InDrive, Volvo, ENGIE, and others.
• Dica Segura (Safe Tips) Educational content project launched in 2025 providing safe driving tips and educational content series for drivers and motorcyclists.
• Programa Fórum Urbanidade (Urbanity Forum) Program created in 2016 to present and discuss the state of Brazilian traffic and promote urban mobility improvements.
• Programa Rodovias que Perdoam (Forgiving Roads) Program focusing on infrastructure improvements that reduce the severity of crashes when they occur on Brazilian highways.
• Observatório Academy Advanced training and professional development program in road safety and mobility.
• Palestras (Lectures and Speaking Engagements) Lectures and presentations delivered by ONSV specialists on road safety topics, available for contracted engagements.
• Educational Consulting Services Specialized consulting services for schools and education networks implementing the Observatório Educa program, including educator training and customized program deployment.

Quantifiable outcome

• 16+ million people reached through Movimento Maio Amarelo over 8 years
• +3 more outcomes

Named customers12 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

24 partnerships are on record, tiered core, major and minor.

• Ministério da InfraestruturacoreStrategic or Co-development Partner · 1 January 2022Partnership with the Ministry of Infrastructure for national road safety policy development and implementation.
• VolvocoreStrategic or Co-development Partner · 1 January 2021Technical cooperation agreement for road safety initiatives, established in 2021 following UN participation.
• Grupo BandeirantesmajorGTM or Marketing Partner · 1 January 2014Partnership created the weekly Boletim de Segurança Viária (Road Safety Bulletin) with weekly content distribution through Bandeirantes media group.
• IIHS (Insurance Institute for Highway Safety, USA)coreStrategic or Co-development Partner · 1 January 2013International technical partnership established in 2013 for research collaboration, knowledge exchange, and training programs in road safety best practices. IIHS is one of the world's leading road safety research organizations.
• Seguro DPVATcoreStrategic or Co-development Partner · 1 January 2013Partnership for road safety research, projects, and professional training initiatives supporting ONSV activities.
• Frente Parlamentar em Defesa do Trânsito SegurocoreStrategic or Co-development Partner · 1 January 2013Strategic agreement with the Congressional Front for Safe Traffic, consolidated in 2013 for policy advocacy and legislative support.
• DETRANs (State Traffic Departments)coreStrategic or Co-development PartnerMethodology partnership for CAT (Traffic Accident Classification) with state traffic departments across Brazil.
• SENATRANcoreStrategic or Co-development PartnerFederal transit authority that approved ONSV's Observatório Educa educational materials and participates in policy discussions.
• ContrancoreStrategic or Co-development PartnerNational Traffic Council that approved themes for Maio Amarelo campaigns and contributes to regulatory discussions.
• CNT SEST SENATmajorGTM or Marketing PartnerSocial maintainer providing transportation sector training and professional development resources; supports ONSV mission.
• 99majorGTM or Marketing PartnerMobility platform social maintainer supporting road safety initiatives and ESG-aligned programs.
• iFoodmajorGTM or Marketing PartnerFood delivery platform social maintainer actively participating in educational blitzes and road safety campaigns.
• UbermajorGTM or Marketing PartnerRidesharing partner conducting joint educational blitzes with ONSV across Rio de Janeiro and São Paulo cities; social maintainer.
• InDrivemajorGTM or Marketing PartnerRidesharing platform social maintainer contributing to road safety awareness initiatives.
• TecnobankmajorGTM or Marketing PartnerFinancial services company as social maintainer supporting ONSV programs and initiatives.
• O Estado de S. PaulomajorGTM or Marketing PartnerMajor newspaper joined as social maintainer in 2021, providing media support for road safety awareness.
• ENGIEmajorGTM or Marketing PartnerEnergy company adhering to Programa Empresa Laço Amarelo as part of corporate road safety commitment.
• NTSminorGTM or Marketing PartnerTransportation company participating in Programa Empresa Laço Amarelo for road safety practices.
• AbeetransminorGTM or Marketing PartnerTransport association renewing adherence to Programa Laço Amarelo for sector-wide safety standards.
• CopasaminorGTM or Marketing PartnerUtility company renewing Laço Amarelo program adherence as part of ESG commitments.
• João da Nica (Content Creator)minorGTM or Marketing PartnerContent creator partnership established in 2021 for digital outreach and awareness content.
• Car Club do BrasilminorStrategic or Co-development PartnerPartnership for studies on Brazilian road conditions in 2015, combining automotive expertise with safety research.
• Seguradora LíderminorStrategic or Co-development PartnerInsurance company partnership for road safety studies and research initiatives.
• MBMminorStrategic or Co-development PartnerPartnership for Moto + Segura project addressing motorcycle safety concerns in Brazil.

Scale indicators6 records

Recent moves8 records

Expansion highlights6 records

Broad incumbents

• Insurance Institute for Highway Safety (IIHS): US-based independent research organization focused on reducing deaths, injuries, and property damage from motor vehicle crashes. IIHS is a strategic partner of ONSV (since 2013), conducts vehicle safety ratings, and produces research and policy advocacy comparable to ONSV's research and advocacy pillar.
• FIA Foundation: UK-based international philanthropy supporting road safety research, advocacy, and the UN Decade of Action for Road Safety. Comparable in operating model: non-profit/grant-making body funding road safety initiatives, producing global campaigns (e.g., Seat Belts, Speed), and convening governments on safety policy.
• International Road Federation (IRF): Global non-profit membership organization for road sector professionals, governments, and companies, with a strong road safety policy and knowledge-sharing agenda. Comparable as an international convening body with policy advocacy, training programs, and recognition of best practices.

Direct peers

• AAA Foundation for Traffic Safety: US-based not-for-profit research and education organization affiliated with AAA, focused on traffic safety research, public education campaigns, and driver behavior. Directly comparable in research-then-advocacy model, public education programs, and corporate-affiliated funding.
• Brake (Road Safety Charity): UK national road safety charity running awareness campaigns (e.g., Road Safety Week), supporting victims, and providing educational resources for schools and employers. Comparable in mission — non-profit, awareness-campaign driven, school-curriculum and workplace-education oriented.
• Global Road Safety Partnership (GRSP): International NGO hosted by the International Federation of Red Cross and Red Crescent Societies that works globally on road safety, particularly in low- and middle-income countries. Directly comparable in mission, awareness-campaign orientation, and multi-stakeholder partnership model with governments and corporations.

Regional players

• AIP Foundation: Vietnam-headquartered non-profit focused on road safety and motorcycle helmet use in Southeast Asia. Comparable in regional non-profit model with strong awareness campaign (Helmet Action Week), corporate partnerships, and government engagement in a high-fatality market.
• European Transport Safety Council (ETSC): Brussels-based independent non-profit promoting transport safety across Europe through research, policy advocacy, and an annual PIN report benchmarking country-level road safety performance. Highly comparable institutional model — independent advocacy body producing data and policy recommendations for governments.
• Fundación MAPFRE: Spain-based non-profit foundation running road safety education, awareness campaigns, and research across Spain and Latin America. Comparable in awareness campaigns, educational programs for schools, and Spanish-language Latin American presence — a potential collaboration or expansion peer for ONSV.

Others

• RoadSafetyGB: UK professional association for road safety practitioners, providing training, conferences, and professional development for road safety officers. Comparable to the Observador Certificado program in its professional certification and continuous education model.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/_onsv
• Facebookfacebook.com/onsv.org.br
• LinkedInlinkedin.com/company/onsv

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles6 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about National Road Safety Observatory