Women's Aid Combats Domestic Violence with Shocking Interactive Screen

In a world first for digital out of home, WCRS, Women’s Aid and Ocean have collaborated to create an interactive ad which shows how we can all make tangible changes in the fight against domestic violence. 

Timed to coincide with International Women’s Day on Sunday, March 8th, the engagement-activated screen raises awareness of how domestic violence charity Women’s Aid saves lives.

Premiering at Canary Wharf on 5th March, the campaign – created by leading London advertising agency WCRS – is a world-first as this is the first time the attention of people looking at the digital screens triggers an immediate change in the creative. The campaign will also be displayed at other Ocean locations in the UK.

WCRS worked with famed photographer Rankin, a long-time supporter of Women’s Aid, and media owner Ocean to develop the screen creative, which shows the image of a bruised woman with the simple imperative, ‘Look at me’. 

The creative employs a unique use of facial recognition technology which allows the interactive screens to recognise when people actively pay attention to an image of a bruised woman. 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 an increasing number of viewers. 

As more people notice the image of the women her bruises slowly heal, demonstrating to passers-by that by taking notice they can help confront domestic violence by not turning a blind eye.

The campaign is already an award winner, taking the Interactive Award in Ocean’s annual Art of Outdoor competition 2014.

The creative will also feature at the Birmingham Bullring and Westfield London on 7th and 8th March. 

The initiative will also be supported on Channel 4 with a specially introduced 30 second prime time TV spot designed to amplify the message during the centre break of brand new drama Indian Summers on Sunday, March 8th. The spot will be repeated at 7.20pm the following day in Channel 4 News’ ad break.

Ross Neil, creative director at WCRS, says: “We are proud to be the first agency to demonstrate cause and effect to audiences by using facial recognition technology in this large-scale billboard format. 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.”

Polly Neate, Chief Executive of Women’s Aid, said: “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. These women live in an invisible prison: controlled and harmed by the person who should love them most. We are grateful to WCRS and Rankin for donating their time to create this impactful campaign that will raise awareness of domestic violence, as well as funds for Women’s Aid. Women’s Aid saves lives: two women every week are killed by a current or former partner in England and Wales. A donation to Women’s Aid can help someone to escape a life-threatening situation.”    

Tim Bleakley, CEO of Ocean, said: “This is powerful stuff. 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. The TV spots on Channel 4 will promote the importance of the message and the work of Women’s Aid.”

Jonathan Allan, Channel 4 Sales Director said: “Channel 4 has recently worked with the Home Office on this issue and we’re pleased to work with Women’s Aid to further raise awareness and help prevent domestic violence.”

Charity ambassadors at the screens at Canary Wharf, Westfield London and Birmingham Bull Ring will provide on the spot information and drive social media interaction using SMS and Tweets to encourage people to make a charity donation.

In awarding the WCRS/Women’s Aid campaign the Interactive Award in Ocean’s annual Art of Outdoor competition 2014, the judging panel said: “This campaign figures out how many people are looking at the screen - and the longer you look at it the more it changes. This has not been done before. So, paying attention has a positive effect. It’s very clever.”