WCRS and Women’s Aid used technology to turn awareness into participation. Created in 2015, the digital billboard in London’s Canary Wharf showed that domestic abuse thrives in silence – and that attention can be a first step toward change.
In ‘Look at Me’, a bruised woman’s face appeared on screen, healing as more people looked at her. Facial-recognition software tracked viewers in real-time, fading the injuries as engagement increased. The more people paid attention, the better she became.
At a time when digital screens were often used for novelty, ‘Look at Me’ proved that interactivity could carry emotional weight. The campaign won a Cannes Lions Gold in Outdoor, a Silver in Cyber and the Grand Prix for Digital, Interactive at The Drum Creative Out of Home Awards, among others. It remains a landmark in public-service creativity, reminding viewers that even a glance can make a difference.
See the rest of The Drum’s 50 Best Out of Home Ads Ever here.
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