Shock appeal can be a fantastic method for drawing the attention of passers by, which was used to great effect in this public awareness experiential campaign.
Through the implementation of augmented reality technology, this government campaign successfully educated Amsterdam’s residents about violence towards public service workers. By creatively projecting a live streetscape onto a large interactive billboard, onlookers were unwittingly featured in a video showing ambulance staff being abused.
Representative of the usual reaction to this real life issue, people stood in awe, watching the situation unfold. Following the film, four simple and informative tips about how to react in this situation were projected onto the screen.
This simple, yet effective awareness campaign stunned passers by, in a fantastic creative representation of a sadly frequent situation in the city.