A remarkable interactive billboard by Women’s Aid used facial recognition technology to ‘heal’ the bruises on the pictured woman - to promote the core brand message of ensuring that the more people who take notice, the less that physical abuse takes place.
UK charity, Women’s Aid collaborated with WCRS and Ocean Outdoor to create a digital out of home campaign which aimed to show how we can all make tangible changes in the fight against domestic violence.
The more that people looked at the screen picturing a beaten woman, the more her bruises and scars slowly healed. The image continues to change whilst people look at the screen and look away, hitting home to passers-by that by actually taking notice they can help confront the signs of domestic violence by not turning a blind eye. Audiences are also encouraged to donate.
“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,” says WCRS creative director, Ross Neil.
WCRS worked with photographer Rankin and posthouse Smoke and Mirrors to create the interactive image with the simple imperative: “Look at Me”.
Ocean say the collaboration is a world first because this is the first time the attention of people looking at the digital screens triggers an immediate change in the creative.
The outdoor media agency explains: “Ocean exclusively operate facial recognition technology on large format Digital out of Home in the UK, and in delivering this campaign are the first organisation to utilise the gaze tracking element of the system to trigger or superimpose content for live playback in real time on the screens.”
The outdoor work employs a unique use of facial recognition technology which allows the interactive billboards to recognise when people actively pay attention to an image of a bruised woman.
The billboards don't take data from you, but those who look at the billboard get feedback via a live video feed that runs along the bottom of the ad as a visual ticker-tape, registering the progress and increasing number of viewers.
“This is powerful stuff,” says Ocean CEO Tim Bleakley. “The link between our premium screens as a live and changing canvas to publicly address an issue that often goes unreported demonstrates the dynamic capability of digital out of home to amplify an incredibly important issue.”
Like other campaigns this month, it was timed to coincide with International Women’s Day on Sunday, 8 March. It aims to raise awareness of how the domestic violence charity Women’s Aid saves lives. Two women every week are killed by a current or former partner in England and Wales.
"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", says Polly Neate, Chief Executive of Women’s Aid. "These women live in an invisible prison: controlled and harmed by the person who should love them most."
The billboards have been seen at London locations in Canary Wharf and Westfield as well as New Street in Birmingham. It was also supported by a 30-second spot designed to amplify the message.
19 March 2015
Visit our new shop and discover the finest campaigns from print, TV and digital: Subscribe now
You might like: