Trojan Billboard

Every day, the vital work of German rescue workers is impeded by people taking pictures of accidents. People die, because rescue workers can’t get through, need to block rubbernecking instead of doing their job.
Especially since almost no one would admit they are actually doing it. That’s why we wanted to find a way to speak to people directly, without blaming them but shaking them up.
Instead of sharing pictures of the accident, the gawkers shared pictures of our message. The stunt and our message not only made it into social media, it even reached Europe’s biggest daily newspaper ‘Bild’, which used it to generate more attention to the problem.