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Women’s Aid confronts domestic violence with engagement-activated DOOH push

Women’s Aid has partnered with WCRS and Ocean to create an interactive digital out-of-home campaign, launched to coincide with International Women’s Day (Sunday 8 March).

Premiering at Canary Wharf today (Thursday 5 March), the engagement-activated campaign looks to show how we can all make tangible changes in the fight against domestic violence.

The creative features images from photographer Rankin, a long-time supporter of Women’s Aid, and shows the image of a bruised woman with the simple imperative ‘Look at me’. Using facial recognition technology the interactive screens can recognise when people are paying attention to the image. 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.

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Polly Neate, chief executive of Women’s Aid, commented: “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.”

As more people notice the image the woman’s bruises slowly heal, highlighting that taking notice and confronting domestic violence is more powerful than turning a blind eye.

WCRS, creative director Ross Neil, added WCRS was “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,” he said.

Channel 4 has pledged its support to the initiative and will be airing a specially introduced 30-second prime time TV spot designed to amplify the campaign message during the centre ad break of Indian Summers on Sunday 8 March. The spot will be repeated at 7:20pm the following day during Channel 4 News.

Tim Bleakley, chief executive officer of Ocean, deemed the campaign “powerful stuff” demonstrating 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,” he added.

In addition to Canary Wharf the campaign will run at the Birmingham Bullring and Westfield London on 7 and 8 March. Charity ambassador present at screen locations will be providing on-the-spot information as well as driving social media interaction using SMS and tweets to encourage donations.