Terre Des Femmes, a women's rights group, joined forces with advertiser DDB to create the Bruise Automat campaign.
The campaign made use of facial recognition technology, which was implemented on participants who entered what seemed like a regular photo booth. Pairs of people entered to have goofy images shot, but when they're photos were developed, one of the four was covered in gashes and bruises. The purpose of this was to expose that one in four women in Germany is the victim of domestic violence. By showing participants just how common domestic violence is in the country, Terre Des Femmes' Bruise Automat campaign made the shocking statistics clear.
Christa Stolle. the group's managing director, explained the campaign by saying, "With this photo booth activation, we clearly demonstrate how serious the problem is, and show that we all can do something to change this picture: by spreading information, by supporting the victims, by sharing this video."
Violence-Exposing Photo Booths
Terre Des Femmes Created the Shocking Bruise Automat Campaign
Trend Themes
1. Facial Recognition Awareness - The use of facial recognition technology to expose social issues can be used to raise awareness and promote change.
2. Activism Marketing - Marketing campaigns that incorporate powerful and educational messages about social issues can create emotional connections with audiences and drive impact.
3. Empathy-driven Advertising - Advertising that increases empathy towards social issues can promote greater understanding and social change through awareness and action.
Industry Implications
1. Advertising - Advances in technology, such as facial recognition, present new opportunities to create impactful advertising campaigns that raise awareness about social issues.
2. Non-profit - Non-profit organizations can use creative advertisements that drive emotional connections with their viewers to increase awareness and donations of their cause.
3. Technology - Innovative technologies, such as facial recognition, can be leveraged to help solve social issues and make a positive impact on society.