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Women's Aid Look At Me

We created a world first in interactive DOOH 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 posters showed a woman who’d been beaten and bruised. As long as people ignored her, the image remained the same. But, once people started noticing the screen, the bruises began to fade until she was completely healed. The campaign used innovative facial-recognition technology to detect when passers-by were looking towards the digital screen to activate the transitions. The campaign was covered by media around the world, reaching 326.9 million people in 20 countries and winning a Gold Lion at Cannes.

Category: Other

Genre: Creative technology, Digital, PR, People, Photography, Strategy/Insight