To raise awareness on the 10,000 Russian women that die annually as a result of domestic abuse, 'Who Cares?!' set up quite a controversial domestic violence campaign, since it is often an issue that’s confined to private homes. For the stunt, the Hungry Boys agency devised the 'Helpless Machine,' that purposely takes advantage of the tendency people have to smack a vending machine when their purchased treat gets stuck.
On the front of the Helpless Machine is a video of a woman, who is initially playful to encourage snack-buying. As planned, when the snacks get stuck, most men are quick to give the side of the vending machine a hit. These actions trigger the machine’s vibration sensors and immediately cause the woman onscreen to cry. In turn, this of course captures the attention of others in Moscow’s busy Afimall City shopping center. The campaign is shocking, but it’s pretty effective at demonstrating how a small amount of frustration can trigger a person to lash out.
Anti-Abuse Vending Machines
The Helpless Machine Made for a Shocking Domestic Violence Campaign
Trend Themes
1. Domestic-violence Awareness Campaigns - Opportunities for creating unique awareness campaigns on domestic violence using controversial methods such as Who Cares?!'s Helpless Machine.
2. Interactive Anti-abuse Technology - Development of vending machines or other interactive technology that can raise awareness and discourage abusive behaviour.
3. Emotional Detection Sensors - Incorporating sensors that detect emotional responses into everyday technology, such as vending machines, to provide feedback and encourage emotional intelligence.
Industry Implications
1. Advertising and Marketing - Opportunities for advertising and marketing professionals to devise innovative campaigns on sensitive topics such as domestic violence.
2. Personal Safety - Incorporating new technologies in personal safety devices to provide greater protection and prevention against domestic abuse.
3. Consumer Electronics - Incorporating emotional detection sensors into consumer electronics to create a new market for products that help improve emotional intelligence and well-being.