Amnesty’s Newest Domestic Violence Awareness Billboard is First to Respond to People Looking at It

Sorted under international, violence against women on July 1, 2009

Amnesty International
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Amnesty International’s newest billboard to raise awareness about the issue of domestic violence is the first billboard in the world to to react when people look at it, by an eye tracking camera that registers when someone looks directly at the poster.

The billboard was created to let people directly experience how domestic violence is hidden from view of the public. It is meant to motivate people to look more closely in the future and help prevent domestic violence. At first, the billboard shows a depiction of what domestic violence looks like; when people look directly at the billboard, the image changed into the same people in the first image pretending to be a normal, happy couple after a slight time delay. The results of the billboard made observers part of the situation, even compelling people to interact with it for several minutes. As you can probably assume, the billboard left a very strong impression on every person who came in contact with it.

I love this new billboard from Amnesty International. It is great to see this kind of technology being used to raise awareness about such an important issuer that more people need to open their eyes and not only see, but know that they can also help prevent it from happening.



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  • That is truely fantastic and will no doubt raise awareness of domestic violence - it is this 'out of the box thinking' that helps keep the public focus on domestic abuse.
  • I took a domestic violence workshop at my job (I work for a non-profit), and I was absolutely amazed at how under-emphasized this problem really is. It is ridiculously complex, and affects so many areas (children included). My heart truly hurts for the victims of domestic violence in all its forms. One area that is not emphasized hardly at all is in teenage relationships...there is a LOT of abuse going on that isn't taken seriously because they're not "grown-ups" or what have you. Anyway, I'm going to step off my soapbox, but needless to say, any efforts to bring this into the public's view more prominently are much needed.
  • rosehensnightgoldcoast
    really very nice blog more people come forward keep posting thanks.
  • the billboard left a very strong impression on every person who came in contact with it.
  • This is good stuff... It must have cause them a fortune in unveiling this kind of technology but I must say that this will definitely be an eye opener and people will generally stop and think about it... From an awareness standpoint it is a thumbs up but I doubt many will follow this kind of ad... The cost is surely big when put into consideration...
  • pz
    Flashers have been doing this for years. It's good to see billboards catching up.

    I have to admit it's a little disturbing though. I'm one of those squeamish persons who doesn't particularly care to see violence. I don't want to bury my head in the sand, but I don't necessarily want to look at a seemingly harmless billboard and suddenly have it change to an image of savagery.

    Still, it gets the message out, so good for them.
  • Ya it's really good to see this article. A better way to highlight domestic violence.
  • This may sound mean, but I actually laughed upon seeing this. Not because there's anything funny with domestic violence, but because of the fact that this is so true and that this picture is very creative. However, I wonder how much this is going to cost...
  • That is awesome. Bringing it into focus. The way the tuned the advertisement, and the thoughts behind it are amazing. A pretty creative team on that one! Great post!
  • Very nice, i love this! we are against womens violence!
  • Nice articla, more and more people should come forward.......
  • Syd
    I think that is so clever. Love it.
  • hey it was a funny thing
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