marketing interactive

LOOK This woman's face heals if you look at her

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In advance of International Women’s Day on March 8, U.K. charity Women’s Aid has launched a digital billboard campaign to raise awareness for domestic violence, according to several global reports.The ad, called Blind Eye, was created by London advertising agency WCRS  in collaboration with media company Ocean Outdoor which specialises in large-format digital billboards.The billboard will appear in London's Canary Wharf business district beginning today, as well as in two shopping malls, the Birmingham Bullring and Westfield London, on 7  and 8 March respectively. A related TVC premieres Sunday evening.Shot by photographer Rankin, the digital poster depicts the face of a woman covered in bruises, with the words “Look at me” in bolded font.It uses facial recognition technology to detect passersby who actively pay attention to the image shown.Those who look at the screen get feedback via a live video feed that runs along the bottom of the ad as a visual ticker tape, registering the growing number of viewers."The simplicity of the ad’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," Ross Neil, creative director at WCRS London told Fast Company.The bruises on the woman’s visage slowly heal, as more and more people notice her battered face. This ad aims to demonstrate the importance of public support in confronting and eliminating domestic violence, simply by not turning a blind eye.

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