Terre Des Femmes Created the Shocking Bruise Automat Campaign
Riley von Niessen — April 10, 2017 — Marketing
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."
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."
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