Respect the ones who save lives
The Brussels Fire Department (Brandweer Brussel) took bold action to tackle the alarming rise in violence against firefighters during emergency interventions. Their campaign, “An Emergency Call for Respect,” set out to grab the attention of Brussels' young residents (16-25 years old), highlighting the vital work firefighters do - and the disturbing reality of verbal and physical attacks they face.
The campaign brought the issue to life through interactive graffiti murals placed in high-traffic areas across the city, each one illustrating real firefighter interventions. But the real genius? A red telephone installed next to the murals. Every time the fire department received an emergency call, the phone would ring, inviting passersby to pick up and hear powerful firsthand accounts of firefighters facing aggression. This real-time interaction made the campaign not just visible, but impossible to ignore.
By fusing street art, digital content, and live engagement, the campaign created a visceral connection between the public and the daily challenges of first responders. The ringing phones acted as a raw, immediate reminder of the respect firefighters deserve, while the striking murals brought emotional depth to the message. To amplify the impact, the campaign extended online with testimonial videos, sparking conversation on social media and generating massive media coverage across Belgium.
The campaign racked up 2.8 million social media impressions and reached over 6 million people through earned media. More importantly, it made a lasting impression, raising public awareness and cultivating a renewed sense of respect for firefighters among the people of Brussels.