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Women's Aid
WCRS, Rankin
Women’s Aid wanted to draw attention to the harm that is caused by ignoring domestic abuse. The campaign featured a fully interactive billboard, and complementary TV and PR campaigns.
Using facial recognition software, the Look at Me campaign raised awareness of the harm that is caused by ignoring domestic violence. The interactive billboard featured a woman with bruises and injuries, accompanied by the phrases “LOOK AT ME” and “WE CAN STOP IT”. The more people looked at the woman’s image, which was registered through the facial recognition software, the more the woman’s injuries and bruises healed. The billboards were located at popular pedestrian locations like Canary Wharf, Westfield Shepherd’s Bush and the Birmingham Bullring.
The billboard was attracted people to view it for more than 10 seconds, a 2,500% increase on pre-campaign levels. On Twitter the campaign’s impressions reached 86.7 million. The PR campaign reached 326.9 million people, in thanks due to it being covered by over 70 broadcaster, newspapers, and online portals. In total, the campaign was covered in 20 countries, including Australia, Russia, and America.
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