Event TV: Women's Aid highlights abuse with interactive billboard

Women's Aid worked with agencies WCRS and Ocean to develop an interactive out-of-home campaign last weekend (7-8 March).

The digital posters were located at Canary Wharf in London and The Bullring in Birmingham. They featured a photo of a bruised woman, shot by acclaimed photographer and supporter of Women’s Aid, Rankin, and the sentence ‘Look at me’.

The screen recognised when passers-by looked at the woman through facial recognition technology. As more people viewed the image, her bruises slowly began to heal and those who looked were given feedback via live video feed.

Designed to demonstrate how domestic violence can be combated, the activation was launched to coincide with yesterday’s (8 March) International Women’s Day.

Polly Neate, chief executive of Women’s Aid, said: "Domestic violence is experienced by hundreds of thousands of women every year, but many feel unable to tell anyone because they think that they won’t be believed or that people won’t understand. We are grateful to WCRS and Rankin for donating their time to create this impactful campaign that will raise awareness of domestic violence, as well as funds for Women’s Aid."

Ross Neil, creative director at WCRS, added: "The simplicity of the advert’s wording and image implicates passers-by in their inactivity before the advanced technology demonstrates how they personally can make a change in the fight against domestic violence by engaging with it."

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