Original article published on 5 March 2015 here:
The creative 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. 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 an increasing number of viewers.
As more people take notice of the image of the women, her bruises slowly heal, demonstrating to passers-by that by actually taking notice they can help confront the signs of domestic violence by not turning a blind eye.
Ocean CEO Tim Bleakley 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.”
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.”
Ross Neil, creative director at WCRS, said: “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.”
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.”