OPEN3 Open 3 Complete Book for OMA Website | Page 129

UK
Women’s Aid
Look at me
One of the most highly awarded campaigns
in 2015, Look at me was a world first interactive
campaign that demonstrated how people can
make tangible changes in the fight against
domestic violence. Coinciding with International
Women’s Day, the campaign used gaze-tracking
technology to capture the attention of people
looking at the digital screens, triggering an
immediate change in the creative. The more
a person looked at the bruised woman, the
faster her bruises disappeared, ending with her
thanking the viewer for helping to make her
life better.
PRODUCT
Public Interest
MEDIA
Digital Billboard
AGENCY
WCRS
COUNTRY
United Kingdom
YEAR
2015
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