look-at-me-campaign

[image source: D&AD]

Here at Big Cat, we are always keeping an eye out for innovative advertising campaigns, especially in the sectors in which we work. Our junior designer Lizzie takes a look at a campaign that recently got our attention…

At Big Cat (a predominantly female office) we always aim to empower the ladies in our office to be successful in all aspects of life, so when we heard that a shocking 1 in 4 women suffer from domestic violence it really resonated with us. However, Women’s Aid are working to change that. To raise awareness, they developed a simple but powerful interactive DOOH (Digital Out of Home) advertising campaign dubbed “Look at Me”.

“It’s really easy for people to believe that domestic violence doesn’t happen or that it’s not an issue in society… it’s especially if you don’t feel you know anybody who experienced it”. – Women’s Aid

The DOOH features a badly beaten woman, and every time a passer-by notices her, the facial-recognition camera picks it up on the strip below the screen. The bruises on her face then slowly fades, the swelling goes down, and she heals. The ad soon went viral, reaching 326.9 million people.

“Just by taking notice of the problem, we have the power to change it.” – Women’s Aid

At Big Cat, we work with a range of charities and third sector clients to help raise awareness and support fundraising. One of our longest standing clients is YMCA Birmingham who, like Women’s Aid, are working to raise awareness of a problem troubling modern day society. YMCA works to combat the stigma surrounding homelessness and provides vital support to young people who are in vulnerable situations, helping them to get back on their feet. We are incredibly proud to have worked alongside them for over 10 years providing support across PR, Marketing and Design. To read more about our work with YMCA Birmingham , click here.

Posted by: Greta Baker on