Uploaded October 2016 | Updated September 2026, 3 weeks ago
A powerful new campaign intends to reduce the number of people parking in disabled spaces without badges - by using lifelike holograms to make drivers stop and think.
Russia-based non-profit Dislife.Ru recently developed a powerful social experiment called More than a Sign to raise awareness of the rights of people with disabilities and to encourage drivers not to wrongfully take spaces reserved for them.
The organization partnered with advertising agency Y&R in Moscow to create hologram projections to spook drivers that try to park without the windshield handicap sticker. It installed the digital signage in business centers and shopping malls – including Europe’s largest mall Aviapark
Here’s how it works:
As a car approaches, hidden cameras detect the presence (or lack) of a handicap sticker on the windshield. If there is no sticker, a hologram of a person with disabilities suddenly appears in the parking space. (The image is projected on a backdrop made of a thin-air screen saturated with water mist that is invisible to human eyes, according to a video that details the project.)
The graphic appears to comes to life with audio: “What are you doing? I’m not just a sign on the ground. Don’t pretend that I don’t exist. Why are you surprised? This is a parking spot for the disabled.”
The hologram image then explains to the motorist that parking in these spaces without actually being disabled causes inconvenience to those who really need them.
As part of the project, drivers’ reactions to the holograms were filmed. The video clip captures drivers jumping out of their cars to examine whether the person before them is real.
A powerful new campaign intends to reduce the number of people parking in disabled spaces without badges - by using lifelike holograms to make drivers stop and think.
Russia-based non-profit Dislife.Ru recently developed a powerful social experiment called More than a Sign to raise awareness of the rights of people with disabilities and to encourage drivers not to wrongfully take spaces reserved for them.
The organization partnered with advertising agency Y&R in Moscow to create hologram projections to spook drivers that try to park without the windshield handicap sticker. It installed the digital signage in business centers and shopping malls – including Europe’s largest mall Aviapark
Here’s how it works:
As a car approaches, hidden cameras detect the presence (or lack) of a handicap sticker on the windshield. If there is no sticker, a hologram of a person with disabilities suddenly appears in the parking space. (The image is projected on a backdrop made of a thin-air screen saturated with water mist that is invisible to human eyes, according to a video that details the project.)
The graphic appears to comes to life with audio: “What are you doing? I’m not just a sign on the ground. Don’t pretend that I don’t exist. Why are you surprised? This is a parking spot for the disabled.”
The hologram image then explains to the motorist that parking in these spaces without actually being disabled causes inconvenience to those who really need them.
As part of the project, drivers’ reactions to the holograms were filmed. The video clip captures drivers jumping out of their cars to examine whether the person before them is real.
