The campaign aims to address the increasing verbal and physical violence against firefighters in Brussels by promoting respect and understanding for their essential role.
While mural campaigns are nothing new, we added a completely fresh dimension to it by transforming them into interactive installations.
“An Emergency Call for Respect,” raised awareness about the increasing violence against firefighters in Brussels, emphasizing the respect they deserve. 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 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 budgets.
To connect Brussels residents, especially its youth, with firefighters, we created impactful interactive installations in their streets of the city. Each mural portrayed an 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, blurring the lines between art and reality. 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 enhanced the campaign’s credibility and emotional resonance.
