Healthcare > Health & Wellness: Education & Services

OPENING FABIAN'S WORLD

XXS Amsterdam, Schiphol / NIERSTICHTING / 2016

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Overview

Credits

OVERVIEW

Synopsis

How on earth is outdoor print able to show people what it is really like to be stuck to a dialysis machine? By bringing the ad to life! We used a bus stop at Rotterdam Central Station, a place where people get back from work, go out shopping, go out for for dinner. The contrast between this ‘big, lively world’ and the small world of Fabian could not have been bigger. We turned the print ad into a screen that made live connection with Fabian, who was on dialysis right at that moment. With nothing to do but wait until his blood was filtered, he had enough time to talk to people passing by.

Idea

What's it like to live with kidney failure? By live streaming Fabian during his dialysis treatment, he is no longer cut off from the world outside. He’s smack bang in the middle of it. Of Rotterdam to be precise; where anyone can talk with Fabian through an interactive / livestream billboard. Bringing the world closer to dialysis, and bringing those stuck on dialysis closer to the world.

Execution

We set up a billboard with an integrated livestream-screen and placed it in the centre of Rotterdam.

During Fabian's dialysis, he went live and passers by could start a chat with him.

The event earned a lot of attention. By commuters and press alike.

That evening, Fabian's livestream was the topic of many tv talkshows.

In the following week, Fabian continued his live stream on Facebook, while dialysing from home.

Results

The campaign is still running at the time of writing.

Strategy

Our task was to find a way to make people realise and feel what it’s really like to be on dialysis. This is due to the fact that although kidney disease is a widespread disease, it is relatively unknown across the general population. We had to find a way, with real life proof, to make people feel how limiting it is to be on dialysis. Our aim was to find a way onto television without the TV media budget.

Translation

NL: "Begin een gesprek, maak zijn wereld weer groot."

EN: "Start a chat and open up his world."

Background

How on earth is outdoor print able to show people what it is really like to be stuck to a dialysis machine? By bringing the ad to life! We used a bus stop at Rotterdam Central Station, a place where people get back from work, go out shopping, go out for for dinner. The contrast between this ‘big, lively world’ and the small world of Fabian could not have been bigger. We turned the print ad into a screen that made live connection with Fabian, who was on dialysis right at that moment. With nothing to do but wait until his blood was filtered, he had enough time to talk to people passing by.

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