Superstar

UNICEF's Domestic Violence Ad Takes on a Darker Tone at Night

By: Laura McQuarrie - Published: Jul 16, 2014 • References: unicef.org and psfk
There are a lot of different ways to send out a domestic violence ad, but a lot of them tend to be quite static. This one from UNICEF is a fantastic example of a dynamic billboard that changes throughout the day and becomes a lot more intriguing at night.

Annually, there are about three million cases of child abuse that are reported in the United States, but this sad statistic doesn't even include the cases that go unreported. In order to raise awareness on violence at home, UNICEF's billboard features a child curled up in a corner during the day. When it becomes dark outside, a cleverly placed object and some lighting turns the billboard into a frightening scene, where it looks like a man is about to strike the child.