Women’s Aid

Look at Me

We created the world’s first visually powered interactive billboard campaign for domestic violence charity, Women’s Aid.

 Domestic violence affects one in four women yet we continually turn a blind eye to the issue. We wanted to show that, just by taking notice of the problem, we have the power to change it.

 Our digital posters showed a woman who’d been beaten and bruised. Using innovative facial-recognition technology, we could detect when passers-by were looking towards this woman on the digital screen. As long as people ignored her, the image remained the same. But when people stopped and looked at the screen, her bruises began to fade until she was completely healed. However, if you ignored it, nothing changed. As is the case with domestic violence.

 On International Women’s Day it was also supported on Channel 4 with Julie Walters introducing a 30-second prime time TV spot featuring the billboard.

 The campaign was covered by major TV networks and media around the world, reaching 326.9 million people in 20 countries and winning over 20 awards worldwide, including Gold and Silver Lions at Cannes.

 

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