Hi-tech advert challenges domestic violence

Amnesty International is using the latest in advertising technology to challenge the scourge of domestic violence.

This Amnesty bus stop advertisement, recently erected in Hamburg, changes whether or not someone's looking at it. Using a built-in camera with eye-tracking technology, it can tell exactly when someone is checking it out. When no one is looking, it shows a man hitting his wife. But when you look right at it, it changes to a picture of the couple looking happy and normal.

The change only occurs after a brief delay, so that observers understand what's going on, and get the message.

It uses this to get across an anti-domestic abuse message – part of our ongoing efforts internationally to challenge the complacent attitudes which underpin violence against women.

It has recently won a Cannes Silver Lion (bigger version of poster, etc available here) and is proving an online hit.

Via dvice.com