Interactive billboard asks viewers to 'drag him away'
The National Centre for Domestic Violence has placed an interactive billboard at Euston Station in London which encourages onlookers to use their phones to drag an abusive man away from his partner...
The campaign, created by JWT London, features a man violently admonishing his partner on a screen in the station concourse. Viewers are encouraged to visit a website featured on the billboard via their phones, where they can then swipe the screen to drag the man away. This action is reflected in the station, with the man shown being moved across adjacent billboards, while messages encouraging people to report domestic violence appear. The film below shows how it works:
The challenge for these types of campaigns is getting people to interact in the first place. In this sense, a station is the perfect place to position this campaign, as there will be a number of people standing around, waiting for trains, who are more likely to spend the time required to look up the site. Viewers can also interact with the site via QR codes shown on other screens in the station.
Agency: JWT London
ECD: Russell Ramsey
Creatives: Hugh Todd, Adam Scholes
Creative technologists: Dan Dawson and Neil Morris, Grand Visual
Digital production company: Grand Visual
Director: Samuel Abrahams
Production company: Smuggler
I'm very uncomfortable with this concept. I think it's a bad misfire. There's an important message here, and it's getting lost under layers of technological exclusivity (I don't own, and cannot afford, the kind of phone that can do this), trendy interactivity, and misguided modern "empowerment".
It feels to me like it's a million miles away from the real horrors of domestic violence. It's almost a dark satire on the state of the world. Still, no QR code so thank heaven for small mercies, I guess.
"Viewers can also interact with the site via QR codes shown on other screens in the station."
Like this. Innovative and agree with the post - a station is the perfect place to position this campaign
I can understand the comments from Doubleclick. However the campaign still gets a message across regardless if you are the user that initiated it.
It's great to see more interactive advertising engaging with people.
If we dont play does she get beaten to a pulp? not sure about this... it's a nice idea but who would actually get there phone out to do this
I think you are all making for what is an interesting discussion on the over use of technology. My first reaction was that this was a great idea. I then read double clicks response and thought they where very valid comments. On thinking over the whole campaign and the subject matter a little deeper, and not wanting to post rationalise an idea that may or may not have existed, but I think we all have a roll to play in stopping domestic violence. Encouraging people to interact with the ad could be seen as an interactive expression/metaphor of the action we should be taking for those caught up in this heinous act.
As brits we have a tendency to stand and let things happen around us just to avoid trouble, This ad is the antithesis of apathy which is what I like about it.
Then again JWT might just have thought it would be cool to do...
I think this kind of interaction works much better on a banner than on a huge billborad.
Great Job Guys! It's a great idea and a great start towards interactive advertising. Lets build on this concept nd take it to new heights. Kudos to the team!
Remember Mac Luhan : the medium is the message. and that's all
This further instils the misconception that only men abuse women (in a heterosexual relationship), it's inaccurate and counter productive. It doesn't take into account women who abuse men or abuse in same sex partnerships.
There are various studies made on the subject and you might be surprised by the result, partly because feminist groups don't acknowledge findings that suggest female aggression and therefore opt those out. My point isn't to try and soil the reputation of women, but simply to advocate an equal, gender-neutral and unbiased look at the problem of abuse. It should never matter what gender a person has, and if we keep restricting ourselves to old misconceptions, a lot of victims will be unaccounted for.
A good study to start with might be the 'National Intimate Partner and Sexual Violence Survey' made by the CDC.
We'll never arrive at true equality if we keep using gender bias and lies in the process.
Ossi - I disagree. Not with your knowledge and information on other forms of domestic violence, but with the comment around the targeting of the ad.
Like it or not, companies can't target everyone with every ad - they need to target them to have the most impact possible. Unless I'm mistaken, even if it's not the only form of domestic violence, male-on-female violence is far more prevalent than other forms.
Perhaps they could have produced a series of ads showing different scenarios - who knows, maybe they did. However, I also suspect that the male-on-female scenario is the most effective in terms of response due to sheer numbers as well as reaction..
I know this is not what I should be saying, but that phone app is quite cool! But yeah, great way of bringing awareness to this issue!
"Drag him away". Seriously? When men make up half of the domestic violence victims and is the group that is given the "Least" recognition of being victims, adding a big billboard saying drag "him" away, as if to imply only women can be victims and only men can be the victimizers, is wrong.
Why is it that even when domestic violence shelters don't allow men to enter most of the times or there are none for men, that we are still focused on portraying the victims of domestic violence to be "female" when female domestic violence victims have far, FAR, more help than male victims of abuse?
It is disgusting, if you ask me. The simple "Him" in it shows its misandry. What was wrong with "drag the abuser away"? "Drag them away"? No, no, no, it had to be "him", because we all know men are never victims and women are 99% of the victims of domestic violence.
This is why men are becoming more distant and less tolerant of women in today's day and age, we are sick of being seen as the victimizes and never the victims.
|Are students getting their money's worth? (25)|
|Virgin Records celebrates 40 years of disruption (1)|
|Station symbols a secret delight (6)|
|Unit 9's lifesaving app (1)|
|Enzo of the Antarctic (4)|
|The billboard turning thin air into water|
|Step into my cardboard office...|
|Paul Arden: a true maverick|
|Image Duplicator: pop art's comic debt|