Brazilians don't like buckling their seat belts when they're in the back seat, even though this is a cause of many road deaths. But instead of using shock tactics to convince them, Fiat decided to reward safe travellers. So it offered an incentive to the back seat passengers of taxis : free internet access. Wi-Fi was installed in taxis across the city. But it only worked when passengers buckled up. At the time of writing Fiat's campaign has reached over 4,500 passengers, and more people than ever before are buckling up for a safe ride.