Serviceplan held an unprecedented field operation on 22nd March in Paris to raise awareness about the dangers of being a careless pedestrian, which results in 4,500 victims each year in Ile-de-France.

The idea behind the operation was to display a specially designed interactive digital billboard near a busy pelican crossing. Equipped with a movement detector, speaker, and camera, the smart billboard made the sound of squealing tyres whenever a pedestrian attempted to cross the road while the “red man” was displayed.

The frightened faces of the disobedient pedestrians were projected directly onto the billboard. Their faces were then featured on the road safety billboards, and their photographs are shown alongside the caption: “Don’t look death in the face. Check the lights and cross safely”.

The digital video and posters, created under real-life conditions, will be used as part of the forthcoming “Quinzaine Régionale des Usagers Vulnérables” (15-28 May 2017) (train station billboards, Facebook campaign, etc.)