# Violent Shadow Billboards UNICEF's Domestic Violence Ad Takes on a Darker Tone at Night By Laura McQuarrie | Published 2014-07-16 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/domestic-violence-ad References: [psfk](http://www.psfk.com/2014/07/unicef-billboards-use-natural-silhouettes-to-shed-light-on-domestic-violence.html) & [unicef.org](http://www.unicef.org/) There are a lot of different ways to send out a [domestic violence ad](https://www.trendhunter.com/trends/aid-to-cart), but a lot of them tend to be quite static. This one from [UNICEF](https://www.trendhunter.com/trends/kfc-world-cup) is a fantastic example of a [dynamic billboard](https://www.trendhunter.com/trends/decaf-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. ## Trend Insights (Trend Hunter) - Score: 6.1/10 - Popularity: 84% | Activity: 92% | Freshness: 8% - Audience gender: 30% men, 70% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Billboards](https://www.trendhunter.com/billboards) ## Key Themes ### Why This Trend Is Growing - **Dynamic Anti-violence Billboards:** Opportunity for ad agencies to create dynamic billboard ads that change throughout the day to effectively catch people's attention. - **Innovative Night-time Advertising Techniques:** There is a gap in the market for advertising techniques that specifically target audiences during the night-time hours. - **Emotional Advertising:** Opportunity for companies to create meaningful emotional connections with their audiences through advertising campaigns. ### Industries Being Reshaped - **Advertising:** The advertising industry has the potential to create impactful campaigns that raise awareness of issues such as domestic violence. - **Non-profit:** Non-profit organizations can create attention-grabbing campaigns to raise awareness of their cause and encourage donations. - **Security:** The security industry can use innovative technology such as clever lighting and strategically placed objects to create safer cities and prevent violence from occurring. ## Related on Trend Hunter - [Anti-Domestic-Violence Campaigns](https://www.trendhunter.com/trends/neighbours-friends-and-family.md) - [Bread Bag Awareness Campaigns](https://www.trendhunter.com/trends/tellthewholestory-campaign.md) - [Mock Social Good Fashion Ads](https://www.trendhunter.com/trends/not-models-own.md) - [Innovative Outdoor Advertising Campaigns](https://www.trendhunter.com/trends/outdoor-advertising-campaign.md) - [Perpetrator-Targeted Domestic Abuse Ads](https://www.trendhunter.com/trends/domestic-abuse-prevention-ad.md) - [AI Sun Care Billboards](https://www.trendhunter.com/trends/burnable-billboard.md) - [Anti-Gender Violence Campaigns](https://www.trendhunter.com/trends/antigender-violence-campaign.md) - [Haunting Tech Safety PSAs](https://www.trendhunter.com/trends/centre-for-child-protection.md) - [Child Abuse-Preventing Campaigns](https://www.trendhunter.com/trends/prevent-child-abuse-america.md)