An interactive advertising campaign will track
people’s gazes to show the impact of domestic abuse against women.
Billboard advertising in London and Birmingham will show women who have
been beaten and bruised, with their faces visibly healing only when
people pay attention to the adverts.
The campaign is being launched to coincide with
International Women’s Day this Sunday 8 March with billboards at
Canary Wharf and Westfield Shepherd’s Bush in London and at the
Facial recognition cameras are
being used to track the exact number of people looking at the
posters at any given time. People will be encouraged to donate £5
to Women’s Aid, the charity behind the campaign, to stop domestic
A live video feed will run along the bottom of
the adverts to show who is paying attention. Mobile push
notifications will also be sent to passers-by to encourage them to
look at the poster and donate.
Images of domestic abuse will be accompanied by
the words “Look at me” and messages encouraging people not to
ignore the issue. The interactive campaign will run throughout the
weekend and be supported by TV and static billboard
The concept was awarded first prize in the
interactive category of Ocean Outdoor’s 2014 digital advertising
competition with WCRS, the agency behind the campaign, recieving
£100,000 of free media space for Women’s Aid.
Polly Neate, chief executive of the charity said
the adverts would help raise awareness of domestic abuse and what
can be done to stop it.
“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