Title	BRUISE AUTOMAT
Brand	TERRES DES FEMMES
Product/Service	AWARENESS FOR DOMESTIC VIOLENCE AGAINST WOMEN
Category	A13. Charities & Non-profit
Entrant	DDB GROUP GERMANY Berlin, GERMANY
Idea Creation	DDB GROUP GERMANY Berlin, GERMANY
Media Placement	DDB GROUP GERMANY Berlin, GERMANY

Name	Company	Position
Dennis May	DDB Group Germany	Creative Managing Director
Myles Lord	DDB Group Germany	Creative Managing Director
Gabriel Mattar	DDB Group Germany	Creative Managing Director
Ricardo Wolff	DDB Group Germany	Creative Director
José Filipe Gomes	DDB Group Germany	Senior Art Director
Pedro Lourenco	DDB Group Germany	Senior Copywriter
Nicolas Holz	DDB Group Germany	Copywriter
Matthias Grebin	DDB Group Germany	Motion Designer
Andrea Razeto	DDB Group Germany	International Account Director
Ben Maass-Stalp	DDB Group Germany	Account Manager
Larissa Braun	DDB Group Germany	Aprentice Account Management
Sanja Colli	DDB Group Germany	Aprentice Account Management
Tim Jüngling	DDB Group Germany	International Account Director
Polyxo Studios GmbH	Polyxo Studios GmbH	Technical Production
Zhong To	CuBird GmbH	Producer
Zé Anderson	Zé Anderson	Photographer

The Campaign

To raise awareness for the numbers of domestic violence in Germany, we used a Berlin icon: the photo booth. We created a customized photo booth, equipped with facial recognition technology, and placed it in Berlin’s busiest station. A special algorithm detected when a woman was about to take a picture and applied bruises to one of the four photos - mirroring the one-in-four statistic, and surprising her with a powerful message: “If it happens to one in four, it might be happening to you, to a friend, or a relative. Don’t ignore it, come forward. Together we can #ChangeThisPicture”. The video of the stunt was released on Facebook and YouTube, in German and English, to reach a broader audience. National and international media, celebrities and even other women’s rights associations shared our message with millions of their followers, encouraging more people to break the silence and seek help.

Creative Execution

On March 8th, International Women’s Day, a photo booth customized with facial recognition was installed in Berlin’s busiest station. An algorithm detected when a woman was inside and applied bruises to one of the four photos. Each photo strip had a message: “1 in 4 women in Germany are victims of domestic violence. Even if it’s not happening to you, it might be happening to someone you know. Don’t ignore it, come forward. We can help. Together we can #ChangeThisPicture”, along with the helpline number and Terre des Femmes' website, where people could find information and counseling. Terre des Femmes posted the video of the stunt on Facebook and Youtube, in German and English, on April 5th. Despite being meant for Germany, in two weeks these videos reached a global audience via international media, celebrities, and other women’s rights associations who shared them with millions of followers.

The video of the stunt quickly spread to media outlets around the world - receiving coverage in 18 different languages and igniting a debate on violence against women. Dozens of women's rights associations from across the globe got behind the initiative and shared our campaign with their audiences - encouraging even more women to come forward and break the silence. In just two weeks, Terre des Femmes' awareness message reached approximately 21 million contacts in Germany and around the world, with a media spend of 0- Euro. Visits to Terre des Femmes' Facebook page went up by more than 2.000%, social media engagement increased 1.700%, and traffic to the website (www.fraunrechte.de) grew by 50,5%.

We took an icon of Berlin - the photo booth - and turned it into a new type of media. We customized a photo booth with facial recognition technology and used the typical four-picture strip to clearly convey our message: 1 in 4 women in Germany are victims of domestic violence. This innovative use of the photo booth allowed us to talk directly to people while having their undivided attention, which led to higher impact in awareness. The video of the stunt helped us boost this awareness by spreading the message all over Germany and around the world.

Insights, Strategy and the Idea

To reach an audience that was basically the entire German population, with close to zero budget, we adopted a “maximum impact, minimum cost” approach. We targeted people directly (especially women) with a powerful stunt in Berlin’s busiest metro station, that was then spread via Facebook and YouTube across Germany, in both German and English, to reach everyone. We used a photo booth- a Berlin icon, known and replicated around the world - where we utilized the typical four-picture strip to perfectly illustrate the statistic, and got the participants’ undivided attention. The reactions of real people looking at the bruises and acknowledging that domestic violence could be happening to them, or to someone around them, turned the video into an instant viral, that was spread and shared not just in Germany, but throughout the world - proving that this topic is still a serious global problem.