In Brussels, public transport staff is confronted with verbal aggression every day.

It has increased by 30% in 3 years.

We wanted to tap into underground culture, and created a typical rap song, filled with explicit language.

Only here, the lyrics used aren't just random rhymes: they are in fact a reality.

Taken from police reports of the insults, as heard daily by the staff.

We collaborated with famous Brussels rapper and son of a bus driver: Youssef Swats.

To confront people with these harsh obscenities, and demanding a show of more respect.

Hearing these insults is already shocking, even in a rap song.

Imagine having to hear them at work. Every day.

We wanted to open a discussion

So we confronted people with these harsh obscenities

taken from police reports of the insults, as heard daily by the staff.

We collaborated with famous Brussels rapper and son of a bus driver: Youssef Swats.

The music video was launched on the first of september, and pushed to a wide range of media who picked it up and covered it immediately.

The campaign opened an important discussion and resulted in the biggest PR reach of Brussels Public Transport ever. With an earned media reach of more than 724.000 euros.

More importantly: aggression dropped 67% after the campaign compared to the years before. 88% of the people of Brussels indicated that they think passengers should effectively show more respect towards the Brussels Public Transport staff.