Agency: DDB Berlin
Client: Terre des Femmes
www.frauenrechte.de
Domestic violence affects 1 in 4 women in Germany. That is a shocking number, especially for one of the world's most progressive societies.
Unfortunately, people don't pay much attention to statistics. They always feel abstract and like something that only happens to others. So we decided to raise awareness for this problem in a way that everyone could relate to. With a little help from a Berlin icon: the photo booth.
We created a special photo booth and customized it with facial recognition software, so it could recognize when a woman was about to take a picture and automatically apply bruises to one of the four photos - clearly illustrating the one-in-four statistics.
This technology helped us turn a reality that is so often ignored into something no one could look away from.