Interactive digital campaign against domestic violence kicks off on London streetshttps://indianexpress.com/article/world/europe/digital-campaign-against-domestic-violence-kicks-off-on-london-streets/

Interactive digital campaign against domestic violence kicks off on London streets

The campaign, 'Look At Me', has used innovative technology that detects when passers-by are looking at the billboards.

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Picture of the billboard, pointing at the camera which detects if passers-by are looking at the woman or not. (Source: WCRS website)

Coinciding with International Women’s Day, a London-based creative agency WCRS Thursday launched a campaign putting up digital billboards across London with pictures of bruised women, whose bruises fade as people notice them.

The campaign, ‘Look At Me’, has used innovative technology that detects when passers-by are looking at the billboards. As long as the pictures are ignored, the injuries remain the same. However, as people start noticing them, the bruises slowly fade off completely.

The billboards are meant to encourage people to donate to charity-run organisation Women’s Aid, which aims at putting an end to domestic violence on women.

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Face of the woman after a little transformation as passers-by look at her. (Source: WCRS website)

The campaign, however, has gained popularity amongst Londoners as many have shared tweets referring to it.