06 Mar Look At Me

Creative media with a good cause behind it is a reason to get excited about advertising. Case in point: the interactive billboard display at Canary Wharf, London to promote domestic abuse awareness. Faces of battered women looking out into the crowd are displayed, making the call to action obvious.

What makes this campaign different? The billboards utilize facial recognition software, which recognizes when eye contact is made. So, when passersby look at the billboard, something magical happens – the woman’s face changes. As the viewer count (which is calculated for all to see) increases, the woman gradually begins to heal.

“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,” Women’s Aid’s Polly Neate said.

The use of innovative technology takes this campaign to a whole new level making the tag line, “Look At Me”, take on a whole new meaning.