To raise awareness on the 10,000 Russian women that die annually as a result of domestic abuse, 'Who Cares?!' set up quite a controversial domestic violence campaign, since it is often an issue that’s confined to private homes. For the stunt, the Hungry Boys agency devised the 'Helpless Machine,' that purposely takes advantage of the tendency people have to smack a vending machine when their purchased treat gets stuck.
On the front of the Helpless Machine is a video of a woman, who is initially playful to encourage snack-buying. As planned, when the snacks get stuck, most men are quick to give the side of the vending machine a hit. These actions trigger the machine’s vibration sensors and immediately cause the woman onscreen to cry. In turn, this of course captures the attention of others in Moscow’s busy Afimall City shopping center. The campaign is shocking, but it’s pretty effective at demonstrating how a small amount of frustration can trigger a person to lash out.