You Can't Wipe Away Crime In Powerful Campaign From TBWA/Helsinki

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 appear immediately after the call in areas where domestic violence have just been reported- Campaign will utilise 15 closest posters from the address of the actual report has been made and the posters will remain live for 48 hours.

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 media attention and buzz and prevent acts of domestic violence during the holiday "peak" season.