We placed a vending machine with a woman on the screen in Moscow’s largest shopping center. We provided the machine with vibration sensors and the display were changing when the sensors were triggered.

People became nervous and start hitting the machine and it make Girl from the screen : the girl got scared and made the woman cry.

And if the man remained aggressive and hit the machine the third time, he could see the words: "Lost control over a trifle?” and also the statistics of domestic violence deaths in Russia. After this message the goods purchased were automatically returned to the buyer.

How do you draw attention to a problem hidden behind closed doors? The problem has to become public. We installed a vending machine in the center of one of the biggest Moscow shopping centers, Afimall City, and configured its springs so that the snacks inside deliberately got stuck. We also provided the machine with vibration sensors and a display that changed when the machine was hit. When people became upset at not receiving their goods and hit the machine, a smiling girl immediately burst into tears, drawing the attention of passers-by.

We launched the campaign in April 2014, with more than 100,000 video views (in rus and eng) over 150 publications worldwide.

More than 1000 shares on facebook, and over 1000 shares on vk.ru, twitter

On all social networks, discussion started, a lot of comments and users discussed the topic, not just the project. That was our goal - to get to talk about this topic openly, and declare the problem.

We understand perfectly well that we can’t eradicate the problem with one campaign. We just wanted to show how easy it is to ruffle a man. And if he permits himself to be aggressive in public because of something trivial, we can only imagine what could happen behind closed doors.