{"id":7896,"date":"2015-12-08T16:30:17","date_gmt":"2015-12-08T16:30:17","guid":{"rendered":"https:\/\/womensaid.org.uk\/?page_id=7896"},"modified":"2025-11-04T08:41:18","modified_gmt":"2025-11-04T08:41:18","slug":"blind-eye","status":"publish","type":"page","link":"https:\/\/womensaid.org.uk\/get-involved\/education-and-public-awareness\/blind-eye\/","title":{"rendered":"Blind Eye"},"content":{"rendered":"\t\t
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Blind Eye<\/b><\/h1>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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It\u2019s all too easy to turn a blind eye to domestic abuse. But by turning away, we fail to stand up to it. It remains a taboo. This is unacceptable.\u00a0<\/h2>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Our Blind Eye awareness-raising campaigns aim to challenge the culture that allows domestic abuse to thrive. By pioneering and using the power of cutting-edge technology, we make sure that nobody can turn away. Blind Eye aims to make the world understand that we all play a role in eradicating domestic abuse. We cannot turn a blind eye.<\/p>

\"Look<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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Look at me\u00a0<\/h2>

We collaborated\u00a0with advertising agency\u00a0WCRS,\u00a0Ocean Outdoor<\/a>\u00a0and renowned photographer and long-term Women\u2019s Aid supporter\u00a0Rankin<\/a>\u00a0to create the Look At Me campaign as part of our Blind Eye project.<\/p>

A \u201cglobal first\u201d, Look at Me\u00a0was an astonishing interactive outdoor campaign. \u00a0Screens in key public spaces (Canary Wharf, Westfield Shepherd\u2019s Bush and the Birmingham Bullring)\u00a0would first show a woman who was beaten and bruised. As long as people ignore them, the images remain the same. But, once people start noticing the screen, the bruises begin to fade and the models\u2019 faces were\u00a0completely healed.<\/p>

We used facial-recognition technology to make this happen, employing cameras that could detect when someone was looking towards the screen and then triggering the change on screen. The more people who looked at the campaign, the faster her bruises would heal.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Campaign success<\/b><\/h2>
The campaign was phenomenally successful, generating mass awareness of domestic abuse through\u00a0media coverage in 20 countries, reaching\u00a0326.9 million people. The campaign has also received a number of awards:<\/span><\/div>

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Cannes<\/strong><\/p>

Gold Lion \u2013 Outdoor
Silver Lion \u2013 Cyber
Shortlisted \u2013 Grand Prix For Good<\/p>

CLIOs<\/strong>
Silver \u2013 Out of Home<\/p>

BIMAs<\/strong>
Winner \u2013 Public Life category
Winner \u2013 Location based category
Winner \u2013 Grand Prix 2015<\/p>

Campaign BIG<\/strong>
Nomination \u2013 Charity<\/p>

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Media Week<\/span>
Silver \u2013 Media Idea under \u00a3250k<\/p>

Shots Awards<\/span>
Silver \u2013 Best Use of Outdoor
Silver \u2013 Charity Campaign of the Year<\/p>

Festival of Marketing (The Masters of Marketing)<\/span>
Winner \u2013 Charity
Winner \u2013 Outdoor and Location Based Advertising<\/p>

The Drum Creative Out of Home Awards<\/span>
Winner \u2013 Digital, Interactive
Winner \u2013 Digital, Use of Digital Technologies
Winner \u2013 Grand Prix
Commendation \u2013 Innovation
Shortlisted \u2013 Digital, Use of Live Updates<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Previous collaborations<\/strong>\u00a0<\/h2>

Blind Eye 2013<\/strong><\/p>

We also\u00a0collaborated with\u00a0WCRS in 2013 to create this compelling advert. The technology allows the viewer to choose whether or not to turn a blind eye to the harrowing reality of domestic abuse.<\/p><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t

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