Montreal-based out-of-home (OOH) advertising firm Zoom Media has developed interactive terminals for the Commission de la santé et de la sécurité du travail (CSST) to increase awareness of the dangers of work-related accidents.

CSST was seeking to reach young people with an attention-grabbing message. Zoom installed its terminals in common areas in 12 general and vocational colleges across Quebec, along with static posters in nearby washrooms. CSST representatives were also stationed next to the terminals to guide students through the interactive experience.

The terminals display an image of a young, injured person lying in a hospital bed, but when a student approaches the terminal, his/her photo is snapped to replace the default image.

“The concept, using facial recognition, can be described as ‘reversed’ augmented reality (AR),” says François-Pierre Boucher, senior account director for Zoom. “Rather than layering virtual objects within existing decor, we’re inserting real images within a fabricated environment.”

The customized campaign was developed within five weeks and will run for several months.