Bruise Automat
Terres des femmes
Issue 44 | September 2017
Agency
DDB Group Germany
Creative Team
Creative Managing Director: Myles Lord Executive Creative Director: Gabriel Mattar Creative Director: Ricardo Wolff Senior Art Direction: José Filipe Gomes Senior Copywriter: Pedro Lourenco Copywriter: Nicolas Holz
Production Team
Motion Designer: Matthias Grebin Technology Production: Polyxo Studios GmbH Editor: Zé Anderson Video Production: Zhong To
Other Credits
International Account Director: Andrea Razeto Account Manager: Ben Maass-Stalp Account Manager: Larissa Braun Account Manager: Sanja Colli International Account Director: Tim Jüngling
Date
March 2017
Background
Statistics say that domestic violence affects 1 in 4 women in Germany, once or repeatedly in their lifetime. Unfortunately, people pay little attention to statistics - they feel abstract and that's something that only happens to others. Terre des Femmes - a Berlin-based women's rights organization - wants to raise awareness for the shocking numbers of domestic violence in Germany and encourage people to break the silence and seek help, in case they're experiencing abuse or know someone who is.
Idea
To raise awareness for the numbers of domestic violence in Germany, a Berlin icon was used: the photo booth. A customized photo booth was created, equipped with facial recognition technology, and it was placed in Berlin's busiest station. A special algorithm detected when a woman was about to take a picture and applied bruises to one of the four photos - mirroring the one-in-four statistic, and surprising her with a powerful message: "If it happens to one in four, it might be happening to you, to a friend, or a relative. Don't ignore it, come forward. Together we can #ChangeThisPicture". The video of the stunt was released on Facebook and YouTube, in German and English, to reach a broader audience. National and international media, celebrities and even other women's rights associations shared our message with millions of their followers, encouraging more people to break the silence and seek help.
Results
The video of the stunt quickly spread to media outlets around the world - receiving coverage in 18 different languages and igniting a debate on violence against women. Dozens of women's rights associations from across the globe got behind the initiative and shared our campaign with their audiences - encouraging even more women to come forward and break the silence. In just two weeks, Terre des Femmes' awareness message reached approximately 21 million contacts in Germany and around the world, with a media spend of 0- Euro. Visits to Terre des Femmes' Facebook page went up by more than 2.000%, social media engagement increased 1.700%, and traffic to the website (www.fraunrechte.de) grew by 50,5%.