Using immersive film to challenge the bystander effect

Client

British Red Cross

Sector

Environmental and Social Impact

Tech

Virtual Reality (VR), 360° Video and Virtual Tours

british-red-cross-being-the-bystander-09

Evoking empathy to change behaviour

The British Red Cross wanted to raise awareness of the “bystander effect” – the tendency for people to freeze in emergencies. We created Being the Bystander, a 360º film that places viewers inside a train carriage when someone collapses. By immersing audiences in hesitation, fear and empathy, the film aimed to change behaviour and encourage people to act.

The challenge

The more people present during an accident, the less likely it is that anyone steps forward to help – a psychological response known as the bystander effect. The British Red Cross sought a way to highlight this issue and inspire individuals to overcome hesitation. They wanted to test whether immersive media could influence behaviour through clinical trials, and later release it to the public as a mobile app. The challenge was to create content that was realistic, relatable and emotionally powerful enough to make viewers question their own reactions – and encourage them to take action in real situations.

british-red-cross-being-the-bystander-04

The process

We developed Being the Bystander, a 360º film shot inside a train carriage. The film switches between the perspectives of three passengers who witness someone collapse, each reluctant to act for different reasons. Viewers hear their doubts and fears – excuses that feel uncomfortably familiar – while being placed in the position of a bystander themselves. The narrative then shifts to the perspective of the person in need of help, making the danger of inaction painfully clear. Designed for use in both controlled trials and public distribution via a mobile app, the film combined cinematic realism with psychological impact.

The outcome

The film proved to be a powerful tool for behaviour change. Used in clinical trials and published in a research paper, it received overwhelmingly positive feedback, with viewers reporting it would influence how they respond in emergencies. By evoking empathy and confronting people with the consequences of hesitation, Being the Bystander demonstrated the effectiveness of immersive storytelling in shifting attitudes. The film was later launched as a public app, extending its reach and reinforcing the British Red Cross mission: to empower more people to step forward and help when it matters most.