BD example: personal message

The Russian organisation Dislife came up with a clever way to stop people from parking their car in spots reserved for disabled people. Drivers without a visible disabled parking sign on the front window were shown a hologram of a disabled person. The person in the hologram tells them off and explains why this is bad behaviour. This personal message is a great example of the behaviour design principle of direct feedback. The moving image draws attention and is very noticeable.

With the hologram, nobody broke the parking rules. The campaign gained international media attention and also sparked a petition to get the Russian government to increase penalties.

Made by Moscow-based advertising agency Y&R.

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