Bringing awareness to the issue of domestic violence in London, England, the National Centre for Domestic Violence (NCDV) has created a campaign called 'Drag Him Away' that urges texters to text in to stop the berating of a woman in their interactive video. The interactive billboard is as simple as texting in a number that flashes up on the board. After this is done, the man is dragged away, across multiple boards and a message that reads, "An injunction will put distance between a victim and their abuser."
Currently playing at Euston Station, this fantastic new campaign looks to not only educate people on the issues of domestic violence, but involve them and make them more than bystanders in the issue.
Implications - As a social good awareness message, it serves the purpose of educating people on serious issues, but does so in a fresh new way. Bringing actual involvement and interactiveness with the campaign, the National Centre for Domestic Violence has created an awesome new way to get people’s attention without being crude, or having shock value simply for the sake of shock value.
Stats for Phone-Enabled Violence Campaigns
Trending: Older & Buzzing
Research: 19,564 clicks in 208 w
Interest: > 3 minutes
Concept: Drag Away
Related: 55 examples / 42 photos
Segment: Neutral, 4-55+
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