http://www.adweek.com/adfreak/bruised-woman-billboard-heals-faster-more-passersby-look-her-163297
Public Awareness Campaigns are where some of my favorite advertisements come from. They are specific in the message yet broad with the campaign to appeal to so many people. London's WCRS agency teamed up with Women's Aid and Ocean Outdoor to make a few remarkable digital billboards for International Women's Day. On the billboard is a picture of a battered woman. This amazing technology incorporated uses facial recognition software to track eye movements as well. As soon as one person looks at the billboard the picture of the woman begins to heal. As more and more people look at her the image begins to heal completely. Along the bottom of the billboard is a live feed tracking people who are looking at the billboard currently. Passers-by will be drawn to the moving image and see their face which will bring awareness to the whole billboard. Location services make sure everyone in proximity to the poster will receive a text message encouraging them to donate to Women's Aid.
The purpose of this campaign is to raise awareness of domestic violence and the role of Women's AID along with driving donations. The campaign has already won an Interactive Award in Ocean's Art of Outdoor competition in 2014 as well. Promoting a core message that the more people who notice, the less physical abuse takes place, WCRS hit the nail in the head with this campaign.
What new technology do you think could lead to more interactive campaigns?
I found this post really interesting as I haven't heard of this type of billboard before. What a great idea. It really promotes the message in an innovative and interactive way that drives home the point. I hope these billboards are put up in more areas in the United States, as this could definitely raise awareness and support those organizations. Great post.
ReplyDeleteI think this would a great idea to put somewhere in Pittsburgh with all the local foot traffic we get. It just goes to show that the companies that utilize technology are more likely to stand out.
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