A new Birmingham-based billboard shows passers by that if they stop to notice domestic violence rather than turning a blind eye, they can help fix the problem.
The billboard, commissioned by UK anti-domestic violence organisation Women’s Aid, features a large image of a woman’s face, misshapen by bruising and swelling. Next to her face are the words ‘look at me’ and ‘we can stop it’. This image alone makes clear the advertisement attempts to convey the message that domestic violence is too often ignored; its victims too often overlooked.
But the ad also uses new facial recognition software to video the reaction of passers by. A camera, installed atop the billboard, follows pedestrians as they walk underneath the ad presenting the footage in a live stream below the billboard, so people can watch their own reactions in real time.
More importantly, the software registers when people stop and look directly at the image. It highlights their faces when they do so, so passers by can see that the commercial has registered their attention.
When even one person stops to look at the billboard, the woman’s face begins to change. Her bruises begin to fade. With every extra person who stops the look, the woman’s face heals faster. If enough people stop, her face returns to normal, she smiles, and mouths the words ‘thank you’. It then displays the words ‘if you can see domestic violence, you can change it’.
Every person in the proximity then receives a text message explaining how to donate to Women’s Aid to help keep women and children safe from violence.
The idea behind the billboard, as described by Women’s Aid in its original pitch, is that “it only takes one person to notice the problem to start making a change”.
The campaign premiered at London’s Canary Wharf in the lead up to International Women’s Day on March 8, and was subsequently erected in Birmingham.
Women’s Aid chief executive Polly Neate said the billboard is aimed at showing people the danger of turning a blind eye to violence.
“Domestic violence is still a taboo within our society. Two women a week on average are killed by a partner or former partner in England and Wales,” she said.
“When people notice this advert, they notice this woman and look at her, her injuries start to disappear, and it is showing people in a clear way that we can end domestic violence together.”
She explained the compulsion to turn a blind eye to the problem is what stands in the way of solving it.
“Often people don’t want to see domestic violence or do something about it because it feels too difficult or they’re worried what they do won’t have any impact. They turn a blind eye because of this, leaving women isolated and making it even harder for them to get help,” she said.
“Everyone can help put a stop to domestic violence, by noticing it, by donating to Women’s Aid, and to making sure their communities don’t tolerate the sexist attitudes that lead to abuse. That’s what we hope to achieve with this advert.”
While this billboard sends a clear and effective message about the causes of violence against women, another one recently aired in England has failed to do so.
A recently debuted anti-sexual assault ad has been criticised for implying that women are responsible for preventing rape, rather than placing the blame with perpetrators.
The ad depicts two smiling women, who appear to be on a night out, with the text “which of your mates is most vulnerable on a night out? The one you leave behind”.
This text implies that one of the women neglects to protect the other, and as a result a sexual assault occurs. This message is made clearer by the text that follows.
“Many sexual assaults could be prevented. Stick together and don’t let your friend leave with a stranger or go off on their own”.
The commercial was created by the Sussex Police and has received widespread criticism for its victim-blaming attitudes. The force released a response, saying they stood by their “innovative approach” to highlighting ways people can intervene to prevent assault.
How can we ensure that advertising material dealing with violence against women sends the right message?