The campaign aims to address the increasing verbal and physical violence against firefighters in Brussels by promoting respect and understanding for their essential role.
Our campaign, “An Emergency Call for Respect,” aimed to address a pressing social issue: the increasing violence faced by firefighters in Brussels. By raising awareness and fostering empathy, we sought to create a more supportive and respectful environment for these essential workers.
With interactive murals in Brussels’ most vulnerable neighborhoods we targeted especially young people and the public in general. By using real-time technology in a public space, we aimed to engage and educate our audience, encouraging them to reflect on the consequences of obstructing emergency services.
The campaign’s goal was to provoke a shift in attitude by humanizing first responders and emphasizing their fundamental role of helping everyone: your brother, your mother, your friend, or you … We also sought to bring attention to this critical issue for the general public through proactive PR and earned media efforts, aiming to extend the campaign’s reach and impact despite limited communication budg
To connect Brussels residents, especially its youth, with firefighters, we created impactful interactive murals in the streets of the city. Each mural portrayed a real emergency, showing someone in distress reaching for the lifeline of a telephone, dialing for the fire department. In front of it, we positioned a red telephone. This phone was no mere prop—it was a direct link to the urgency of the moment. We transformed public art into a powerful communication tool. Whenever an emergency call was received at a Brussels’ fire station, the telephones at the graffiti walls all over Brussels rang too.
Passersby were surprised when the phones went off. They picked up the horn and listened to the personal stories of firefighters. Stories that talked about the violence they face while helping others. The powerful combination of art, technology and storytelling fostered empathy and respect. The authentic stories encouraged the community to engage with the issue in a personal and immediate way.
