Digital OOH & Mobile Campaign Offers Domestic Abuse Problem-Solving

May 7, 2012 by Dave Haynes

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I’m not bowled over by the idea or execution, but this is still interesting.

Via ScreenReach’s David Weinfeld, who spotted on Mashable …

An interactive billboard at London’s Euston Station shows an idiot going ballistic on a woman. A prompt on the billboard tells viewers to go to a URL to virtually “drag” the man away.

Says the YouTube summary:

The National Centre for Domestic Violence (NCDV) has launched an interactive billboard campaign at Euston Station to raise awareness about how people can intervene to help put a stop to domestic violence. The campaign, which launched 30 April 2012, runs on JCDecaux’s large format e-motion screens and encourages passers by to get involved in the advert by controlling the scene using their mobile phone.

Created by JWT London, “Drag Him Away” features an abusive domestic situation between a man and a woman with the call to action “USE YOUR PHONE TO STOP THIS NOW GO TO http://www.ncdv.org.uk/stop AND DRAG HIM AWAY.” Users can either enter the web address or scan on the featured QR code to start interacting immediately. The participant is able to control the characters by dragging the man away from the woman and onto on that adjacent billboards. The screens then synchronise to urge people to report any domestic violence situations to the NCDV so that they can intervene on the victim’s behalf.

Produced by Grand Visual, the revolutionary campaign runs on the Agent platform which enables mobile and digital out of home interaction.