Helsinki Police department launched an outdoor campaign for Christmas holiday period to increase awareness about an important subject - domestic violence. Together with Helsinki’s Police department and outdoor advertising company JCDecaux TBWA\Helsinki 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 (911 in the US). The outdoor posters appeared immediately after the call in areas where domestic violence had just been reported. Campaign utilised 15 closest posters from the address of the actual report had been made and the posters remained live for 48 hours.

In the daylight the poster looks normal ad...
but at night the poster reminds about domestic violence.