Every day, the vital work of German rescue workers is impeded by people taking pictures of accidents. People die, because rescue workers can’t get through, need to block rubbernecking instead of doing their job.Especially since almost no one would admit they are actually doing it. FischerAppelt wanted to find a way to speak to people directly, without blaming them but shaking them up. A special billboard that only displayed its message through the AR filter of a smartphone camera was given to emergency services by the Interior Ministry, to screen accident sites and discourage passers-by from taking pictures with messages like 'If you want to share something, donate blood'.Instead of sharing pictures of the accident, the gawkers shared pictures of our message. The stunt and the message not only made it into social media, it even reached Europe’s biggest daily newspaper ‘Bild’, which used it to generate more attention to the problem.CreditsJohannes Buzási, Managing DirectorDavid Morales, Creative DirectorPhilip Bolland, Creative DirectorJudith Schilling, Account DirectorClaudia Kuprat, Art DirectorDorothee Goetz, CopywriterMax Penk, CopywriterSøren Schaller, DirectorIt’s us, Production