Domestic Violence Campaign Goes Mobile

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

Created by JWT London and produced by Grand Visual, ‘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 AND DRAG HIM AWAY’. Users can either enter the web address or scan the QR code on the ad to start interacting immediately. The participant is able to control the characters by dragging the man away from the woman and on to 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.

This is the first time that e-motion screens have run user-controlled content. It is also the launch campaign for Grand Visual’s Agent platform, which enables mobile and digital out of home interaction. The 5-screen execution is supported by 4 additional e-motion screens, plus D6 formats featuring QR codes that take the user to the website to activate their phone as the remote control.

“This engaging advert perfectly demonstrates the way in which NCDV helps victims of domestic violence, namely, we can put distance between them and their abuser,” says NCDV CEO, Steve Connor. “It encourages people to call the NCDV and start the process of securing an injunction against the abuser.”

Grand Visual MD and founder, Neil Morris, says the Agent technology offers consumers control over content as never before seen on digital out of home media. “Handing the public control of on-screen content is a powerful call to action which fosters a deeper level of engagement amongst outdoor audiences,” says Morris. “This campaign really drives home NCDV’s message to take action and stop domestic violence now.”