Domestic Violence Billboard Will Change the Way You See Abused Women

It's so easy to fall into the trap of "minding our own business," and normally, that's not even considered a trap at all ... it's something we're taught to do from a really young age. But the thing is, this can be really dangerous for people who need help and aren't getting it because no one notices them. And the British advocacy group Women's Aid saw the problem here and created a billboard about domestic violence that only changes when people notice it.


So, so many cool things going on here. First: The ad itself. It starts off as a mostly stationary billboard showing a bruised and obviously beaten woman with text that asks people to notice her and say something. But once people stop to look at the billboard, she starts to change. Her bruises fade, and the more people that turn to look, the faster she heals.

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Watch it here:

The message this sends isn't just really powerful, it's also really really important. One in three women and one in ten men have been abused by their partners, and that adds up to more than 12 million people every year. And it's way too easy to get stuck in these relationships because people won't (or don't want to) notice.

What this billboard does is show us that we have to look because it's the best way to help them.

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The technology at work here is a little Big Brother-y, but also incredible and for a good cause. There's a camera on the top of the billboard that uses facial recognition technology to figure out how many people are looking at the poster, and then projects their image to a strip on the bottom. 

Anyone standing near the billboard will also get a Weve, a service in the UK that can send messages directly to their phones. The text thanks them for paying attention and provides ways to donate to Women's Aid.

As a whole, the campaign is incredibly powerful. It's so easy to ignore things like domestic violence when they're happening to someone else, and we need to be reminded every once in a while that we can make an impact, even if it's just recognizing that something is wrong.

What do you think of the billboard?


Image via Women's Aid/Vimeo

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