You walk past a giant outdoor screen in Amsterdam or Rotterdam and suddenly find yourself inside a street-violence scenario. Public service employees in the Netherlands face aggression and violence on the streets more and more often. Onlookers unfortunately do not intervene often enough when they encounter a situation like this. A live interactive billboard places people in a similar situation and confronts them with their inactivity.
What the billboard is designed to trigger
This is not entertainment. It is a public-awareness intervention. It puts the bystander role on display and forces a moment of self-recognition. If you do nothing, you see yourself doing nothing.
How the “live” effect is created
The experience blends previously recorded footage with a live street feed, so passers-by feel like the scenario is happening in their space, with their presence in the frame.
Why this works as a behaviour nudge
Most campaigns talk at people. This one involves them. It turns an abstract social issue into a personal moment, right where daily life happens, and that shift from observer to participant is what makes the message stick.
A few fast answers before you act
What is this interactive billboard trying to change?
It targets bystander inaction. It makes people aware of how often they do not intervene when witnessing aggression and violence against public service employees.
Why use “live” interaction instead of a normal poster?
Because the live element increases personal relevance. When people recognise themselves in the situation, the message becomes harder to dismiss as “someone else’s problem”.
What is the core mechanic in one line?
A staged violence scenario is combined with a live feed so passers-by see themselves present in a situation that calls for action.
When is this approach appropriate for brands or public bodies?
When the goal is behaviour change, not awareness alone, and when the topic is serious enough that participation creates reflection rather than trivialisation.
