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A donation to Women's Aid can help someone to escape a life-threatening situation." Explaining the strategy behind the campaign's emotive, and shocking, visuals, Neate added, "Domestic violence is experienced by hundreds of thousands of women every year, but many feel unable to tell anyone because they think that they won't be believed or that people won't understand." The innovative "Look at Me" billboards literally force awareness, and interaction, with a wider audience.
Thankfully there was help at hand from none other than Rankin, who agreed to do the photo shoot for free.Location-based mobile It’s no secret that most people walk around with their faces in their phones these days (especially on Oxford Street, it seems), so another challenge was making those people look up and notice the billboard.Women’s Aid overcame this by sending push notifications via the Daily Mirror app.Launched in sync with International Woman's Day, two new interactive billboards highlighting domestic abuse were installed in London this past week.The "Look at Me" campaign — a collaboration between the charity Woman's Aid, London ad agency WCRS, and British photographer Rankin — utilizes facial recognition technology and a live video feed to keep track of people viewing the billboards' imagery, which feature representations of domestic abuse victims.