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Top 6: May 9th 2012
Outdoor
National Centre for Domestic Violence: Drag Him AwayTop 6: May 9th 2012
The National Centre for Domestic Violence (NCDV) has launched an interactive billboard campaign at Euston Station to raise awareness about how people can intervene to help put a stop to domestic violence.
The campaign, which launched 30 April 2012, runs on JCDecaux's large format e-motion screens and encourages passers by to get involved in the advert by controlling the scene using their mobile phone. Created by JWT London, "Drag Him Away" features an abusive domestic situation between a man and a woman with the call to action "USE YOUR PHONE TO STOP THIS NOW GO TO ncdv.org.uk/stop AND DRAG HIM AWAY." Users can either enter the web address or scan on the featured QR code to start interacting immediately. The participant is able to control the characters by dragging the man away from the woman and onto on that adjacent billboards. The screens then synchronise to urge people to report any domestic violence situations to the NCDV so that they can intervene on the victim's behalf. This is the first time that e-motion screens have run user controlled content. It is also the launch campaign for Grand Visual's Agent platform which enables mobile and digital out of home interaction. The 5-screen execution is supported by 4 additional e-motion screens plus D6 formats featuring QR codes that take the user to the website to activate their phone as the remote control.
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