Trung bình ở nước Anh, có 2 người phụ nữ bị giết và có dấu hiệu bị đánh đập của người tình hoặc người tình củ. Tổ chức Women’s Aid hành động bằng cách làm việc với những nhà chính sách và vận động hành lang nhằm giúp những người sống sót an toàn và chấm dứt bạo lực gia đình trong tương lai.
Vào ngày quốc tế phụ nữ 8/3/2015, tổ chức Women’s Aid cùng Ocean Outdoor, Rankin(nhiếp ảnh gia người Anh) và WCRS (một công ty quảng cáo London) đã cùng nhau hợp tác tạo ra biển quảng cáo tương tác (interactive billboard). Trên billboard là một hình ảnh một người phụ nữ bị đánh đập đến thâm tím và sau đó được chữa lành bởi những người đi trên đường bằng cách nhìn vào nạn nhân. Họ sử dụng công nghệ nhận diện khuôn mặt nhằm phát triển nhận thức chống lại bạo lực gia đình.
Thông điệp đơn giản và sâu sắc “if you can see domestic violence, we can change it”(nếu bạn có thể nhận ra bạo lực gia đình, chúng ta có thể thay đổi điều đó) và “Don’t turn a blind eye”(đừng nhắm mắt làm ngơ) với những vấn đề hệ trọng. Billboard hiển thị khẩn cầu để mọi người dừng lại và chú ý vào nó và càng nhiều người chú ý nhìn vào thì các vết thâm tím trên khuôn mặt nạn nhân sẽ lần lược biến mất.
Trong tuyên bố kèm theo lúc ra mắt chiến dịch, Polly Neate – Giám đốc điều hành Women’s Aid cũng lưu ý: “Women’s Aid bảo vệ tính mạng, cuộc sống của người phụ nữ, một hành động quyên góp cho tổ chức Women’s Aid sẽ giúp cho một người nào đó thoát khỏi phải sống trong tình trạng bị de dọa”. Giải thích cho hình ảnh xúc động và kích động (shocking) Neate nó thêm rằng “hàng trăm ngàn người phụ nữ phải trải qua bạo lực gia đình mỗi năm, nhiều người trong số đó cảm thấy không thể nói với bất cứ ai vì họ nghĩ sẽ không ai tin hoặc mọi người sẽ không hiểu”.
Nguồn: marketingmagazine.co.uk (Cửu Độ biên dịch)
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