We didn’t just want to tell people, we wanted to show them. To do so, we used a bus stop at Rotterdam Station, a place where people go to work, go out shopping, go out for for dinner. The contrast between this ‘big, lively world’ and the small world of Fabian could not have been bigger. We used a digital billboard that made live connection with Fabian, who was on dialysis right at that moment. With nothing to do but wait until his blood was filtered, he had enough time to talk to people passing by. By live streaming Fabian during his dialysis treatment, he is no longer cut off from the world outside. He’s smack bang in the middle of it; where anyone can talk with Fabian through a livestreaming billboard. Bringing the world closer to dialysis, and bringing those stuck on dialysis closer to the world.

We set up a billboard with an integrated livestream-screen and placed it in the centre of Rotterdam. During Fabian's dialysis (from his home in Amsterdam), he went live and passers by could start a chat with him. The event earned a lot of attention. By commuters and press alike. That evening, Fabian's livestream was the topic of many tv talk shows.

In the following week, Fabian continued his live stream on Facebook, while dialysing from home.

Hundreds of people had a chat with Fabian via the live streaming bus stop. People asked Fabian more than 200 questions during the Facebook Live sessions. With just one outdoor billboard and the help of earned media through organic reach we reached 1,028,792 people.

We had an increase of 5% in the awareness of the impact kidney disease has on the patient life, a 22% increase in web visits and a 130% increase in social interaction. During the week our billboard was live, the Nierstichting collected 3.3 million euros. For the first time in its history, the Nierstichting overtook the National Heart Foundation as the second biggest charity in the Netherlands!