Helsinki Police department launched an outdoor campaign for the Christmas holiday period to increase awareness about domestic violence. Together with Helsinki’s Police department and outdoor advertising company JCDecaux, TBWA/Helsinki created this vital campaign with the aim of encouraging people to report acts of domestic violence.
The campaign is an example of hyperlocal and reactive advertising in a traditional medium. The trigger is a real call to 112 (Sweden’s emergency number). The outdoor posters appear immediately after a registered call, in the areas where domestic violence have just been reported. The campaign will use 15 of the closest posters from the address where the actual report has been made and remains live for 48 hours.
The creative idea plays with the night vs. day effect- in the daylight the poster looks like a typical interior design campaign but after dark, background lights switch on and reveal the signs of domestic violence, as a black light does in a real crime scene.
The goal of the campaign is to create media attention and prevent acts of domestic violence during the holiday “peak” season.
Via: Little Black Book