Turning public transports into a hope delivery service
During COVID-19 lockdown in spring 2020, people of Brussels were separated from their friends and families. It was especially hard for the elderly, who have limited access to technology like Facebook Messenger, WhatsApp or video calls.
Brussels Public Transportation Company STIB has a purpose of bringing people together. We needed to stay true to our purpose and find a way to bring it to life in difficult times.
We brought Brussels citizens what they missed the most: voices of their families and friends.
Describe the creative idea / insights (30% of vote)
As public transports, our daily task is to bring people together.
So how could we keep on doing what we do the best during quarantine?
We brought Brussels citizens what they missed the most: voices of their families and friends, by using our transports.
Describe the strategy (20% of vote)
During lockdown, people of Brussels were separated from their friends and families.
So we sent messages to our loved ones more than ever before. We decided to take this action to a beautiful extreme. Giving the opportunity for the people of Brussels to send their messages in the most surprising way: with a bus.
But quarantine was especially hard for the elderly, who have limited access to technology like social medias or video calls. So we encourage people to send love messages to their grandparents by giving the example with call to actions on radio, tv and social medias.
Describe the execution (20% of vote)
A special electric bus was pulling up outside people's homes and played audio messages from loved ones via loudspeaker.
Instead of carrying passengers, we carried audio messages from inhabitant of Brussels intended for grandparents, family members, healthcare workers or simply the person they missed the most, so it can be played to them.
Residents just had to record audio messages on Messenger and send it to @lastib, along with the address of the recipient. That way, the bus could drive to people’s door and play the messages in the street.
Bringing the empty silent street of Brussels back to life for a little while.
We planned everyday a different route passing through every district of Brussels to deliver as most love messages as we could.
List the results (30% of vote)
People of Brussels were deeply touched but not only, it inspired people around the world with 0% negative sentiment. Bringing hope and joy in those lockdown times.
818 messages shared in 48 hours
The bus broadcasted messages across 250 kilometers in the city (7 times the size of Brussels)
0% negative sentiment
39 countries shared the idea hitting several tv news (sky news, fox news, Nos and Belgian national tv)
1,1 billion impressions
392 news outlets
But most importantly:
25 birthday wishes
20 declarations of love
1 wedding proposal