The world’s first real-time hyperlocal outdoor campaign triggered by actual emergency calls

Globally, Finland tops the domestic violence charts. Helsinki Police department launched a two-phase OOH campaign to increase awareness around the  subject of domestic violence.
Together with Helsinki’s Police department and JCDecaux, TBWA\Helsinki created this vital campaign with the goal raise awareness of domestic violence and encourage the public to report acts of abuse.
The campaign is an example of hyperlocal and reactive advertising in a traditional medium. The trigger was a real emergency-call to 112 (999 in the UK or 911 in the US). The day after the call, outdoor posters would appear in areas where the call had been received, and where domestic violence had been reported within the past 24 hours. The campaign used 10-15 of the closest poster sites from the address of the report and they remained live for only 48 hours. The creative idea played with the concept of day vs. night as 88% of cases happen at night in the victim’s home. During the day, the poster would show a woman taking a selfie, which would then transform at night to show the same woman, in the same pose with bruises, reflecting the statistic.
These targeted 48-hour campaigns took place around Helsinki in a fortnightly period, in six different city areas. So far, two campaigns have been rolled out- Phase 1 in December 2016 and  the second phase in April 2017.
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Advertiser: Helsinki Police Department
Agency: TBWA\Helsinki
Campaign title: Violence stopping outdoor
Creative Credits:
Strategy, Vice President:  Juha-Matti Raunio
Executive Creative Director:  Jyrki Poutanen
Creative Director:  Mikko Pietilä
Art Director:  Kalle Wallin
Copywriter:  Laura Hukkanen
Designer:  Matti Virtanen
Photography:  Mikko Ryhänen
Film: Iiro Hokkanen
Producer: Niko Hatara

This photo booth surprised women with pictures that mirror domestic violence statistics

Facial recognition software has come a long way since researchers began programming computers to pick out human features in the mid-’60s.
A recent project by the Berlin offices of DDB in collaboration with women’s rights group Terre Des Femmes found a new, shocking application for the technology: highlighting the prevalence of domestic violence.
Violence perpetrated against domestic companions remains a worldwide epidemic. In 2014, the National Network to End Domestic Violence estimated that 3 American women die at the hands of their own intimate partners every day. 1 in4 German women experience it at some point in their lives.
DDB shone a light on that fact with the help of a Berlin fixture—the photo booth, or photoautomat.

They created a customized booth, which “applied bruises” to one of four female faces in each relevant photo set to mirror the statistic mentioned above.
The collaboration promoted the work of Terre Des Femmes or “Women’s Earth,” a nonprofit based in Hamburg that works with other such groups around the world in efforts to prevent still-common practices like forced prostitution, arranged marriages and female genital mutilation.
“Domestic violence is a major problem in Germany. It affects one in four women at least once in their lifetime. Unfortunately, most people don’t know about this,” said the group’s managing director, Christa Stolle. “With this photo booth activation, we clearly demonstrated how serious the problem is, and show that we all can do something to change this picture: by spreading information, by supporting the victims, by sharing this video.”
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Via: Ad Week

Swiss Organization Brings Awareness to Domestic Violence in Shocking Digital Display

What would you do if you saw domestic violence happening right before your eyes? Would you stop it or would you turn around and ignore it? Frauenzentrale Zurich wanted to test it and encourage people to step up and say something.
Frauenzentrale Zurich partnered with Publicis to create this unique and powerful digital display where they broadcasted individuals on the other side. On one end, they had a camera crew filming actors acting out a scene of domestic violence and the other end was mall shoppers. Mall shoppers were encourage to say something at the billboard and the domestic violence would stop.
Video below:
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Via: Creative Guerrilla marketing

A Faulty Crying Vending Machine Highlights the Trauma of Domestic Violence

Russian ad agency Hungry Boys and social organization Who Cares?! have collaborated to create the ‘Helpless Machine’, a faulty vending machine that highlights the trauma of domestic violence.
Installed at Afimall City, a shopping mall in Moscow, the machine features a built-in display, vibration sensors and a screen with a smiling woman. When someone tries to buy a snack or beverage, it becomes jammed on purpose.
When men hit the machine in frustration, the woman on the screen starts to cry and become distressed to reflect abuse in real life. The machine eventually releases the item after being hit several times; by then the crying woman would have garnered attention from passers-by.
Statistics show that around 10,000 women in Russia die from domestic abuse, and this machine aims to raise awareness of that fact.
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Via: Design Taxi