Helsinki Police department launched a two week outdoor campaign that will go on until 25th Christmas. TBWA\Helsinki offered its creative input to increase awareness about an important subject - domestic violence. Together with Helsinki’s Police department and outdoor advertising company JCDecaux we created this vital campaign with the goal of encourage people to report acts of domestic violence.
The campaign is an example of hyperlocal and reactive advertising in a traditional medium. Our trigger is a real call to 112 (equals 911 in US). The outdoor posters appear immediately after the call for 48 hours in areas where domestic violence have just been reported- Campaign will utilize 15 closest posters from the address of the actual report has been made.
The creative idea plays with the night vs. day effect: in the daylight it looks like your typical interior design poster but after dark the background lights switches on and reveals the signs of domestic violence like black light does in a real crime scene. The goal of the campaign is to create buzz and prevent acts of domestic violence during the holiday "peak" season. Payoff: You can't wipe away the signs of the violence (Väkivallan jälkiä ei voi pyyhkiä pois).
Text in the poster: There has been reported an act of domestic violence from this area within last 48hours. If you experience, see or suspect domestic violence. Call 112. (Tältäkin alueelta on viimeisen 48 tunnin aikana tehty poliisille kotihälytys. Jos koet, näet tai epäilet perheväkivaltaa, soita numeroon 112).
Creative Director:Jyrki Poutanen
Art Director:Kalle Wallin
Strategy \ Account:Juha-Matti Raunio
Video Artist:Iiro Hokkanen