In England and Wales alone, two women on average are killed by their partners or former partners every week. Despite this staggering figure, when abuse victims come forward they are often not listened to or believed. Women’s Aid set up an interactive billboard that couldn’t be ignored. It depicted a beaten and bruised women whose gaze followed people walking by. On top of that, push notifications were sent through the Daily Mirror app to urge people to look away from their phones and look up. The more people looked at the billboard, the healthier the women looked, stressing how important it is not to ignore the situation.

Billboard dwell time went up by 349% and the campaign had a reach of 326.9 million, with 86.7 million impressions on Twitter alone.