Drag him away

Interesting media execution for a British campaign to raise awareness about how people can intervene to help put a stop to domestic violence. A series of interactive billboards have been installed at Euston Station in London, with the first big screen playing a video of a man violently shouting at a woman. The call to action prompted people to start interacting with the billboard by visiting a mobile site that gave them the possibility to control the characters and manually (and literally) drag away the man from the woman.

The effect is pretty good, and the media idea is definitely cool. However I also think the creative execution results pretty poor and maybe not so engaging. In the end, to me, this looks more like a good media experiment rather than an effective campaign. What do you think? You know, I’m on the client side, therefore I feel it would be really interesting to see some numbers and find out how many people actually interacted with the campaign.

The agency is JWT London.

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