Most often, domestic violence is a sensitive issue for public debate. In general, people don’t want to be involved in this matter because it feels too difficult, or they think their individual efforts won’t have any impact.
Being aware of these restraints, Women’s Aid – a British charity that works to end domestic abuse – has found an interesting method to make people not turning a blind eye to the problem: facial recognition technology implemented in billboards.
Produced with the help of London-based ad agency WCRS and media company Ocean Outdoor, the interactive billboards unveiled recently around London, show images of three women with cuts and bruises across their faces and the simple plea, “Look at me.”
The facial recognition technology’s role is to calculate the number of people that are paying attention to the images. As people look at the posters, the wounds on the women’s faces start to heal and disappear and the more people are looking, the faster the faces return to normal. Through a partnership with Geowave, those standing in the vicinity of the billboards also get a mobile text message encouraging them to look at the poster sites and linking through to a donation-driving microsite.
The campaign rolls out across premium digital sites at Canary Wharf, Westfield Shepherd’s Bush and the Birmingham Bullring and was created to coincide with the International Women’s Day celebrated on March 8.
Although it was launched recently, the campaign already won an Interactive Award in Ocean’s annual Art of Outdoor competition 2014. The video below is the case study made for those awards (with a different image).
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