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Anti-domestic violence ad changes when you look at it

domestic_violence_psa

“It happens when nobody is looking” is the tag line for this award-winning Amnesty International PSA about domestic violence. Installed in a bus stop in Germany, it features an eye-tracking device so that when people look at it, the image morphs from a scene of domestic violence into a scene of domestic bliss. (The image of the bus stop above is in English for publicity purposes.) Copyranter said “Pretty clever and pretty useless, since this lone installation was built … by agency Jung von Matt primarily to win ad awards.” But after reprimands in the comments section about how this ad is making the rounds on the Internet due to its innovation and thus effectively spreading the word about the insidiousness of domestic violence, Copyranter conceded “…becoming less useless by the hour.”

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