In Russia, more than 30 percent of drivers park on places reserved for people with disability. As the signs painted on the ground seemed unsuccessful, a nonprofit group called Dislife.ru decided to give them life for a more powerful impact. The idea was translated into a social experiment called “More than a Sign” and had amazing results.
With the help of a projector and dispersed water in the air, the organization managed to transform the flat signs in underground parking spaces into projections of real disabled persons. Special cameras were also set up to detect disabled car badge on the windscreen, and if no sticker was detected the disabled person was projected giving a warning to the driver to park elsewhere.
“More than a Sign” was done with the help of Y&R, an advertising agency in Moscow and took place in shopping centers all around Russia, including Aviapark, the largest mall in Europe.