"In a world first for digital out of home Women’s Aid created an interactive ad which shows how we can all make tangible changes in the fight against domestic violence. The creative employs a unique use of facial recognition technology which allows the interactive screens to recognise when people actively pay attention to an image of a bruised woman. Those who look at the screen get feedback via a live video feed that runs along the bottom of the ad as a visual ticker-tape, registering an increasing number of viewers. As more people notice the image of the women her bruises slowly heal, demonstrating to passers-by that by taking notice they can help confront domestic violence by not turning a blind eye."