This Domestic Abuse Awareness Ad Has Onlookers Heal a Battered Woman
Laura McQuarrie — March 6, 2015 — Marketing
References: womensaid.org.uk & adweek
As part of a domestic abuse awareness stunt to mark International Women's Day, Women's Aid created a dramatic digital billboard. The as was set up with facial recognition technology, so that with enough eyes directed towards the billboard, the arresting image of a beaten woman on the ad would begin to heal. As novel as this billboard is, it also cleverly communicates that no one should turn a blind eye towards violence that they can see.
Rather than putting outsiders in the shoes of the victim, this Women's Aid ad already gets the wheels in motion as to how someone can help with regards to domestic violence. After being named a 2014 winner of Ocean's annual Art of Outdoor competition, the billboard has now been unveiled in London's Canary Wharf.
Rather than putting outsiders in the shoes of the victim, this Women's Aid ad already gets the wheels in motion as to how someone can help with regards to domestic violence. After being named a 2014 winner of Ocean's annual Art of Outdoor competition, the billboard has now been unveiled in London's Canary Wharf.
Trend Themes
1. Facial Recognition Billboards - There is a trend towards using facial recognition technology in interactive billboards to create engaging and impactful ads.
2. Interactive Advertising for Social Causes - There is a trend towards using interactive advertising to raise awareness and promote social causes, particularly for issues related to violence and abuse.
3. Empathy-driven Marketing - There is a trend towards using marketing techniques that put viewers in the shoes of victims or promote empathy towards social issues, like the Women's Aid billboard.
Industry Implications
1. Out-of-home Advertising - The out-of-home advertising industry has an opportunity to implement more interactive and engaging techniques to create memorable ad experiences for viewers.
2. Social Services - Social service industries have an opportunity to partner with organizations like Women's Aid to create impactful campaigns that raise awareness and aid victims in need.
3. Marketing and Advertising Agencies - Marketing and advertising agencies have an opportunity to develop empathy-driven campaigns and use innovative technology like facial recognition to create memorable and effective ads.
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