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,” 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 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 budgets.
What set this campaign apart was the unexpected use of familiar urban spaces. While murals are a common sight in the streets of Brussels, our interactive installations created a tangible connection between the audience—particularly residents and youth—and firefighters. Strategically placing these murals in high-traffic areas ensured maximum visibility and engagement, making this a truly innovative and impactful campaign.
Each mural depicted a real emergency, showing someone reaching for the lifeline of a telephone, dialing the fire department. In front of each mural, we placed a real, red telephone. Whenever an emergency call was received at a Brussels fire station, the red telephones in front of the murals across the city rang as well.
Passersby were surprised, picked up the horn and listened to the personal stories from firefighters. Stories about the violence they face while helping others. The powerful combination of art, technology and storytelling fostered empathy and respect.
