Interactive DOOH Campaign Uses Facial Recognition Technology to Capture Attention and Raise Awareness
UNITED KINGDOM — Ocean Outdoor, Women’s Aid and WCRS are collaborating on an interactive DOOH campaign to show how we can all make tangible changes in the fight against domestic violence. Timed to coincide with International Women’s Day on Sunday, March 8th, the creative, by the leading London advertising agency WCRS, raises awareness of the how domestic violence charity Women’s Aid saves lives.
The campaign’s creative employs a unique use of facial recognition technology which allows the interactive billboards to recognize when people actively pay attention to an image of a bruised woman. Those who look at the billboard 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 take notice of the image of the women, her bruises slowly heal, demonstrating to passers-by that by actually taking notice they can help confront the signs of domestic violence by not turning a blind eye. This is the first digital out-of-home campaign that uses the attention of people looking at the digital screen to trigger an immediate change in the creative.
“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,” said Polly Neate, CEO of Women’s Aid. “These women live in an invisible prison: controlled and harmed by the person who should love them most. We are grateful to WCRS and Rankin for donating their time to create this impactful campaign that will raise awareness of domestic violence, as well as funds for Women’s Aid. Women’s Aid saves lives: two women every week are killed by a current or former partner in England and Wales. A donation to Women’s Aid can help someone to escape a life-threatening situation.”
The campaign premieres on Thursday, March 5th at Ocean’s full motion Canary Wharf screen in London (above) and then rolls out to the Birmingham Bullring and Westfield London on March 7th and 8th.
The initiative is supported on Channel 4 with a specially introduced 30 second prime time TV spot designed to amplify the message during a new drama, Indian Summers, on Sunday, March 8th. The spot, which is voiced by Women’s Aid Patron Julie Walters, will be repeated the following day on Channel 4 News.
WCRS worked with famed photographer Rankin, a long-time supporter of Women’s Aid, Ocean and post production house Smoke and Mirrors to create the interactive billboard which shows the image of a bruised woman with the simple imperative, “Look at me”.
“This is powerful stuff,” said Tim Bleakley, CEO Ocean Outdoor. “The link between our premium screens as a live, changing canvas to publicly address an issue that often goes unreported demonstrates the dynamic capability of digital out-of-home to amplify an incredibly important issue. The TV spots on Channel 4 will promote the importance of the message and the work of Women’s Aid.”
“We are proud to be the first agency to demonstrate cause and effect to audiences by using facial recognition technology in this large-scale billboard format,” said Ross Neil, creative director at WCRS. “The simplicity of the advert’s wording and image implicates passers-by in their inactivity before the advanced technology demonstrates how they personally can make a change in the fight against domestic violence by engaging with it.”
Charity ambassadors at Canary Wharf, Eat Street, Westfield London and Birmingham New Street will provide on the spot information and drive social media interaction using SMS and Tweets to encourage people to make a charity donation. Charity ambassadors at Canary Wharf, Eat Street, Westfield London and Birmingham New Street will provide on the spot information and drive social media interaction using SMS and Tweets to encourage people to make a charity donation.
In awarding the WCRS/Women’s Aid campaign the Interactive Award in Ocean’s annual Art of Outdoor competition 2014, the judging panel said: “This campaign figures out how many people are looking at the screen – and the longer you look at it the more it changes. This has not been done before. So, paying attention has a positive effect. It’s very clever.”
Editors Note: Look At Me DOOH campaign has been awarded a 2015 Gold Cannes Lion in Outdoor. It is the second Ocean competition winner to collect a Gold Lions. Congrats to all the winners!
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