The spot uses traditional, mass-market 3D technology to play out two scenarios simultaneously; by switching between their left and right eyes the viewer can control which scenario they’ll see. Through one eye the viewer sees a woman preparing dinner. Through the other, exactly the same scene, but with one difference - the presence of an abusive husband. The final sequence asks viewers ‘Will you turn a blind eye to domestic violence?’ and is followed by a close-up shot of our woman, who is either bruised and weeping or staring calmly ahead, depending on which eye the viewer has open.

The spot draws on instances of domestic violence and abuse reported to Women’s Aid who were directly involved in helping shape what unfolded on screen. The mixture of violence and psychological intimidation reflects the fact that women who are subject to domestic abuse are not always victims of physical harm but sustained mental trauma as well. The ‘apple/orange’ device is designed to get audiences comfortable with the new technology in a playful manner reminiscent of an optical illusion. The use of fruit is carried over into the opening of the narrative to cement the idea of separate scenarios for separate eyes.

Most adverts work by telling people something but this worked by literally involving them in the core message and demonstrating the issue that needed to be addressed – forcing them to physically turn a blind eye or face reality. New technology was not used in a ‘gimmicky’ fashion, it was at the core of the campaign.

The execution took the traditional and well-worn trope of the 'dual stories', seen in many charity campaigns, and made it feel fresh once more. Domestic abuse is a problem that is frequently ignored and the execution dramatised this in a brutally simple manner.

'Blind Eye' generated a PR value of £209,000, impressive for a small charity such as Women’s Aid. The campaign has been covered throughout the mass-market media, including the largest national newspapers, prominent magazines from women’s lifestyle to tech titles and becoming a focal point across industry titles.

Not only was this coverage 100% positive, it crucially prompted conversation about the impact of domestic violence and the campaign, including on the dailymail.co.uk – the world’s largest online newspaper. In just six weeks, coverage went far beyond the borders of the UK, gaining an incredible reach of 242.8 million people.