The Drum Awards for Marketing - Extended Deadline

-d -h -min -sec

Author

By Stephen Lepitak, -

December 11, 2012 | 3 min read

Women's Aid, the national charity, is to release a cinema campaign using 3D stereoscopic technology in order to highlight the issue of domestic abuse.

The 65 second film, 'Blind Eye' was created by WCRS alongside MPC Creative and has been developed to allow viewers to self-edit the advert in real-time by choosing to watch one of two scenarios through either their left or right eye.

The film will run in cinemas across the UK alongside the Hobbit in 3D, featuring two scenes; a woman preparing dinner, and another highlighting her abuse at the hands of her husband. The film also asks the audience "Will you turn a blind eye?"

Ross Neil, creative director at WCRS, lauded the possibilities offered by 3D technology: “3D is all about what your eyes see and what your brain creates, and plays on the fact that each of our eyes sees the same thing but from slightly different perspectives. This got us thinking…what if you could create two stories, one for each eye, and leave it to the viewer to edit for themselves. What you get is technology that implicates the viewer in how much they choose to see or notice and a powerful advertising format that enables us to deliver a poignant message.”

Marai Larasi, Co-Chair of Women’s Aid, added: “At Women's Aid we know that 1 in 4 women experience domestic violence at some point in their lifetime, but many of us can't imagine it happening to someone we know. Yet it is happening all the time around us, without us necessarily noticing.

“The technology used to make this advert allows the viewer to choose whether they see the abuse that is happening behind closed doors in a relationship.

“The audience will have the ability to shut out the abuse and pretend it's not happening, or they can choose to view the reality of living with domestic violence.

We hope it will open the audience's eyes to the prevalence of domestic violence and let them know that Women's Aid is here to help, as well as encouraging viewers to text to donate to support the lifesaving work of Women's Aid.”

More information about Women’s Aid can be found either through the campaign website or its own official website.

Women

More from Women

View all