Drag Him Away
NCDV – National Centre for Domestic Violence and JWT saw the potential for a mobile activated interaction on a digital OOH screen.
Created by JWT London and produced by Grand Visual, “Drag Him Away” features an abusive domestic situation between a man and a woman with the call to action.
Users could either enter the web address or scan the featured QR code to start interacting immediately. The participant was able to control the characters by dragging the man away from the woman and onto an adjacent billboard. The screens then synchronised to urge people to report any domestic violence situations to the NCDV so that they could intervene on the victim’s behalf.
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.
Steve Connor, CEO of NCDV, said: “This engaging advert perfectly demonstrates the way in which NCDV helps victims of domestic violence, namely, we can put distance between them and their abuser. It encourages people to call the NCDV and start the process of securing an injunction against the abuser.”