The billboard features a woman who has been domestically abused and has bruises on her face. The advertisement uses facial recognition to identify how many people are looking at the advertisement. The more people that are looking at the advertisement, the more that the injuries on her face disappear. The message here is that more people should be paying attention and acknowledging the serious issue of domestic abuse.
This advertisement could be considered a form of 'shockvertising'; which tends to be effective when raising awareness of serious issues, however disturbing or upsetting they may be.
The unique format of this advertisement is another reason for people to pay attention to this issue, which would have been Women's Aids main goal.
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