With help from the wonderful world of technology, a new domestic violence ad is catching the eyes of onlookers.

The interactive ad launched Sunday in light of International Women’s Day. The billboards were posted in London’s biggest areas with the poignant quote, “Look at me.” Using face recognition, the billboard points out onlookers. As more people stare at the ad, the wounds of the women pictured begin to heal, helping to communicate the message that silence adds to the culture of secrecy and shame for victims of domestic violence. Pedestrians can also donate to Women’s Aid by texting a number provided on the billboard.

The interactive billboard has helped create a conversation about domestic violence and has also won awards in advertising. According to Ad Week:

In awarding the WCRS/Women’s Aid campaign the Interactive Award in Ocean’s annual Art of Outdoor competition 2014, the judging panel said: “This campaign figures out how many people are looking at the screen – and the longer you look at it the more it changes. This has not been done before. So, paying attention has a positive effect. It’s very clever.”

Polly Neate, the Chief Executive of Women’s Aid, released a statement about the campaign:

 “Domestic violence is experienced by hundreds of thousands of women every year, but many feel unable to tell anyone because they think that they won’t be believed or that people won’t understand. These women live in an invisible prison: controlled and harmed by the person who should love them most.

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. 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 life-threatening situation.”

You can check out more information about the campaign in the video above.


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