The billboard displayed a man beating his wife - as long as nobody was looking. But as soon as somebody looked directly at the billboard, then after a brief, pre-programmed time delay, it changed into a photo of the same couple pretending to be happy.

This makes the observer part of the situation. It shows people how domestic violence is hidden from view, and forces them to choose whether to watch or look away.

Domestic violence affects us all. The billboard confronted people waiting at bus stops – an ideal moment when people would have enough time to interact with this new type of media, and allow the message to sink in.People interacted intensively with the billboard and confronted its message head-on.

The campaign thus had a stronger impact on each individual than a conventional billboard, and the message stayed in people’s heads.Many newspapers and blogs also reported on the campaign, helping to bring it to an even wider audience.