Bruised woman on this billboard by Women’s Aid heals as people pay attention to her

By Inderdeep Gill on Friday, March 6, 2015

A new outdoor billboard which depicts a woman with a bruised face that actually changes and heals as passersby stop and heed the words “look at me” has been installed at Canary Wharf.

The ad by Women’s Aid is timed to coincide with International Women’s Day on Sunday, March 8th, with the engagement-activated screen raising awareness of how domestic violence charity Women’s Aid saves lives.

The creative uses facial recognition technology to clock when people are paying attention to the advert, updating a viewer count at the bottom of the board and gradually altering the image. It’s also a world-first, being the first time the attention of people looking at the digital screens triggers and immediate change in the creative.

The poster will be displayed at several other Ocean Outdoor locations over the weekend, including the Westfield shopping centre and the Birmingham Bullring, ahead of International Women’s Day.