Viral “street interviews” are a relatively new form of content. They’ve popped up in the last couple of years and often involve random social media creators sticking a microphone in someone’s face on the street and asking personal, funny, or sometimes invasive questions about sex, relationships, and money.

In many big cities, these interviewers are everywhere. Though the clips are sometimes entertaining, many have pointed out problems with the format. Namely, that (often drunk) people can go viral for embarrassing moments and wind up humiliated on an international stage. Or famous. Either way, there’s little recourse for regretful participants, and even less substance in the interviews.

Artist Joe Bloom wanted to reimagine the street interview

“Interviewing strangers is such a beautiful art form but it’s been made so tacky,” Bloom told The Guardian in 2024. “You get some knobhead on the street running up to someone with a microphone asking them about their trauma. It feels awful. The AI-generated subtitles don’t even match up. It’s contrived and rushed. They just don’t care.”

He came up with what he thought was a better idea. Inspired by the early optimism of Internet projects like “Humans of New York,” he wanted to find a way to share people’s real stories, not just farm viral clips about embarrassing topics.

Immediately, he harkened back to his nostalgia for the telephone. No, not the iPhone, not texting, but the classic landline handset.

“You see it in movies: it’s always this nostalgic and almost glamorous thing, holding a phone up to your ear and talking into this object,” he said.

“A View from a Bridge” project is born

The project, called “A View from a Bridge,” launched in 2023 and saw Bloom place old-fashioned handset telephones on random bridges in London. When strangers would pass by and if they picked up, he’d be on the other end ready to chat.

What he found was that, surprisingly, people were willing to talk. Not just that, but they were more than willing to bare their souls.

There was the kid who had deep thoughts about the body after learning he was more than just a skeleton with a heart inside.

“What’s the point in not knowing who are you?” the wise boy said of his mission to devour all the books he could about anatomy.

@aviewfromabridge Leon’s View From A Bridge Filmed, interviewed edited by @Joe Bloom Production assistant’s @Hossam Fazulla @Counterpoints🧡 Original music @lolly2popp . #reading #london #humanbody #humans #aviewfromabridge #facts #windy #kite ♬ original sound – A View From A Bridge

Leon’s View From A Bridge Filmed, interviewed edited by @Joe Bloom Production assistant’s @Hossam Fazulla @Counterpoints🧡 Original music @lolly2popp . #reading #london #humanbody #humans #aviewfromabridge #facts #windy #kite ♬ original sound – A View From A Bridge

Another young man opened up about all the time he spent chatting and connecting with people all over the world during COVID via virtual reality chat:

“A lot of people tend to think that history as it was has ended. … Things can never be how they once were. I don’t think things have changed that much in terms of people wanting each other and needing each other.”

@aviewfromabridge “I don’t think things have changed much, in terms of people wanting each other and needing each other” – Cameron’s View From A Bridge @Cameron Winter . Filmed, interviewed edited @Joe Bloom Original music @Ross Woodhead #geese #vr #virtualreality #Love #connection ♬ original sound – A View From A Bridge

“I don’t think things have changed much, in terms of people wanting each other and needing each other” – Cameron’s View From A Bridge @Cameron Winter . Filmed, interviewed edited @Joe Bloom Original music @Ross Woodhead #geese #vr #virtualreality #Love #connection ♬ original sound – A View From A Bridge

The power of the format

Bloom’s project brings down people’s guard in a natural, organic way. As the interviewer, he stands far away. Typically, the subject can’t even see him at all. It gives the subject a sense of safety in the anonymity and lack of face-to-face eye contact.

And then there’s the phone itself.

“It creates an openness for the person being interviewed,” Bloom said of the format. “The action of holding the phone to your ear is powerful. It’s quite a calming thing.”

Who doesn’t remember long nights spent talking on the phone as a teenager, pouring out your deepest fears and dreams to friends and crushes? Research has found that in intimate, trusting relationships, we prefer to open up face to face. However, with people we don’t yet trust or are just getting to know, we’re often more forthcoming online or over the phone.

Bloom uses this phenomenon to get stranger interviewees to open up in ways the “street interview” creators could never dream of.

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And the results are far more powerful and human. In each story, thousands of viewers see themselves and find ways to connect with the subjects—with their fears, pain, or even just funny observations. The videos are ultimately helping millions of people feel less alone.

That’s exactly the kind of optimism and connection Bloom was going for, and it’s something sorely lacking in most corners of the Internet.

Music, community and joy drive real change

In a small village in Pwani, a district on Tanzania’s coast, a massive dance party is coming to a close. For the past two hours, locals have paraded through the village streets, singing and beating ngombe drums; now, in a large clearing, a woman named Sheilla motions for everyone to sit facing a large projector screen. A film premiere is about to begin. 

It’s an unusual way to kick off a film about gender bias, inequality, early marriage, and other barriers that prevent girls from accessing education in Tanzania. But in Pwani and beyond, local organizations supported by Malala Fund and funded by Pura are finding creative, culturally relevant ways like this one to capture people’s interest. 

The film ends and Sheilla, the Communications and Partnership Lead for Media for Development and Advocacy (MEDEA), stands in front of the crowd once again, asking the audience to reflect: What did you think about the film? How did it relate to your own experience? What can we learn? 

Sheilla explains that, once the community sees the film, “It brings out conversations within themselves, reflective conversations.” The resonance and immediate action create a ripple effect of change.

Across Tanzania, gender-based violence often forces adolescent girls out of the classroom. This and other barriers — including child marriage, poverty, conflict, and discrimination — prevent girls from completing their education around the world. 

Sheilla and her team are using film and radio programs to address the challenges girls face in their communities. MEDEA’s ultimate goal is to affirm education as a fundamental right for everyone, and to ensure that every member of a community understands how girls’ education contributes to a stronger whole and how to be an ally for their sisters, daughters, granddaughters, friends, nieces, and girlfriends. 

Sheilla’s story is one of many that inspired Heart on Fire, a new fragrance from the Pura x Malala Fund Collection that blends the warm, earthy spices of Tanzania with a playful, joyful twist. Here’s how Pura is using scent as a tool to connect the world and inspire action.

A partnership focused on local impact, on a global mission

Pura, a fragrance company that recognizes education as both freedom and a human right, has partnered with Malala Fund since 2022. In order to defend every girl’s right to access and complete 12 years of education, Malala Fund partners with local organizations in countries where the educational barriers are the greatest. They invest in locally-led solutions because they know that those who are closest to the problems are best equipped to solve and build durable solutions, like MEDEA, which works with communities to challenge discrimination against girls and change beliefs about their education. 

But local initiatives can thrive and scale more powerfully with global support, which is why Pura is using their own superpower, the power of scent, to connect people around the world with the women and girls in these local communities. 

The Pura x Malala Fund Collection incorporates ingredients naturally found in Tanzania, Nigeria, Pakistan, and Brazil: countries where Malala Fund operates to address systemic education barriers. Eight percent of net revenue from the Pura x Malala Fund Collection will be donated to Malala Fund directly, but beyond financial support, the Collection is also a love letter to each unique community, blending notes like lemon, jasmine, cedarwood, and clove to transport people, ignite their senses, and help them draw inspiration and hope from the global movement for girls’ education. Through scent, people can connect to the courage, joy, and tenacity of girls and local leaders, all while uniting in a shared commitment to education: the belief that supporting girls’ rights in one community benefits all of us, everywhere. 

You’ve already met Sheilla. Now see how Naiara and Mama Habiba are building unique solutions to ensure every girl can learn freely and dare to dream.

Naiara Leite is reimagining what’s possible in Brazil

In Brazil, where pear trees and coconut plantations cover the Northeastern Coast, girls like ten-year-old Julia experience a different kind of educational barrier than girls in Tanzania. Too often, racial discrimination contributes to high dropout rates among Black, quilombola and Indigenous girls in the country. 

“In the logic of Brazilian society, Black people don’t need to study,” says Naiara Leite, Executive Coordinator of Odara, a women-led organization and Malala Fund partner. Bahia, the state where Odara is based, was once one of the largest slave-receiving territories in the Americas, and because of that history, deeply-ingrained, anti-Black prejudice is still widespread. “Our role and the image constructed around us is one of manual labor,” Naiara says. 

But education can change that. In 2020, with assistance from a Malala Fund grant, Odara launched its first initiative for improving school completion rates among Black, quilombola, and Indigenous girls: “Ayomidê Odara”. The young girls mentored under the program, including Julia, are known as the Ayomidês. And like the Pura x Malala Fund Collection’s Brazil: Breath of Courage scent, the Ayomidês are fierce, determined, and bursting with energy.

Ayomidês take part in weekly educational sessions where they explore subjects like education and ethnic-racial relations. The girls are encouraged to find their own voices by producing Instagram lives, social media videos, and by participating in public panels. Already, the Ayomidês are rewriting the narrative on what’s possible for Afro-Brazilian girls to achieve. One of the earliest Ayomidês, a young woman named Debora, is now a communications intern. Another former Ayomidê, Francine, works at UNICEF, helping train the next generation of adolescent leaders. And Julia has already set her sights on becoming a math teacher or a model. 

“These are generations of Black women who did not have access to a school,” Naiara says. “These are generations of Black women robbed daily of their dreams. And we’re telling them that they could be the generation in their family to write a new story.” 

Mama Habiba is reframing the conversation in Nigeria 

In Mama Habiba’s home country of Nigeria, the scents of starfruit, ylang ylang and pineapple, all incorporated into the Pura x Malala Collection’s “Nigeria: Hope for Tomorrow,” can be found throughout the vibrant markets. Like these native scents, Mama Habiba says that the Nigerian girls are also bright and passionate, but too often they are forced to leave school long before their potential fully blooms. 

​​“Some of these schools are very far, and there is an issue of quality, too,” Mama Habiba says. “Most parents find out when their children are in school, the girls are not learning. So why allow them to continue?” 

When girls drop out of secondary school, marriage is often the alternative. In Nigeria, one in three girls is married before the age of 18. When this happens, girls are unable to fulfill their potential, and their families and communities lose out on the social, health and economic benefits.

Completing secondary........

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