U.K. domestic violence charity Women's Aid created this clever digital poster campaign for International Women's Day on March 8. The digital billboard shows the bruised face of an abused woman, shot by the photographer Rankin. It uses facial recognition technology to recognize when people actively pay attention to the image. Those who look at the screen get feedback via a live video feed that runs along the bottom of the ad as a visual ticker tape, registering an increasing number of viewers. As more people notice the image of the women her bruises slowly heal, demonstrating to passersby that they can help confront domestic violence by not turning a blind eye.
The ad was created by London agency WCRS in collaboration with Ocean Outdoor; renowned photographer Rankin photographed the woman. It will appear in London's Canary Wharf business district from tomorrow, and in two shopping malls, the Birmingham Bullring and Westfield London, on March 7 and 8. A related TV spot breaks Sunday evening.