WCRS launched an interactive outdoor campaign for Women’s Aid this morning, which highlights the importance of not turning a blind eye to incidents of domestic violence.
The digital posters show images of three models who have been beaten and bruised. As long as people ignore them, the images remain the same. But, once people start noticing the screen, the bruises begin to fade and the models’ faces are completely healed. The campaign uses innovative facial-recognition technology to detect when passers-by are looking towards the digital screen and activate the transitions.
Coinciding with International Women’s Day this Sunday, the campaign will be rolling out across premium digital sites at Canary Wharf, Westfield Shepherd’s Bush and the Birmingham Bullring. Through a partnership with Geowave, we’ll be serving mobile push notifications to passers-by in the vicinity, encouraging them to look at the poster sites and linking through to a donation-driving microsite.
The campaign is also being supported with additional static and full motion digital screens across Ocean’s estate and with television spots on Channel 4, featuring the voice of Julie Walters. All of the creative will be encouraging viewers to text ‘CHANGE’ to 70500 to donate £5 to Women’s Aid.
The campaign was made possible with the pro bono support of Rankin, who shot the images, and Smoke & Mirrors, who carried out all the post-production. The media space was provided by Ocean Outdoor, after WCRS won their creative competition at the end of last year.
Client: Women’s Aid
Creative Director: Ross Neil
Creative Technology: Dino Burbidge and Gon Fernandez
Creatives: Mike Whiteside and Ben Robinson
Agency Producer: Sam Child
Account Handling: Torie Wilkinson and Katherine Morris
Planning: Stuart Williams
Media: Ocean Outdoor
Posthouse: Smoke & Mirrors