Belgium is now preparing to relax the lockdown that has been ongoing there for over a month, but during the isolation period, Brussels transportation company STIB/MIV has been playing its part in connecting people. In a campaign via agency Mortierbrigade, the company is broadcasting messages to friends and family all over the city via a special bus.
People can record their message either via a voicemail or a type message via Messenger and it will then be recorded. The bus then drives around Brussels every evening relaying the messages to those they are intended for.
“Most people are still very connected in these isolated days," says Joost Berends, executive creative director and partner of Mortierbrigade. "We use our phones, Facetime, Skype, Zoom and other videocall software to stay in touch with each other. With the 'Voices of Brussels' bus, we’re able to connect Brussels on a more personal level, because the spoken messages will be heard all over the city. Our goal is to put a smile on everyone’s face and bring the citizens of Brussels closer together.”
The campaign echoes others that have used different kinds of media to convey personal messages, including Orange's campaign to broadcast them on TV during primetime shows in France, and the Ad Council's U.S. effort that allows people to send personal messages thanking key workers.