Human instinct is to act on what we hear.

We decided to make people hear what otherwise would have gone unheard. We created the Psycho Poster and placed it at prominent bus shelters and metro stations in Dubai. With its conductive paint, concealed touch board and super-flat speaker, the poster worked only when a person puts his/her ear on it. The poster played real-life domestic abuse incidents that made passers-by relive the pain of the victim and realize the need to report.

Hashtag BreakTheCycle further gave them a handle to express their voice/suggestions/experience on this uncomfortable subject.

The Psycho Poster is a simple technology that brought alive the sufferings/humiliation/fear of victims of domestic abuse.

The poster had the main motif printed on conductive ink and had concealed touch board & a 16-gauge super flat speaker. When a passer-by puts his/her ear on it, it triggered the poster and activated the audio file.

The Psycho Poster turned peoples’ attention to a topic that’s seldom spoken about. It gave people the courage to #BreakTheCycle and a renewed confidence in the helpline.

• Calls to the helpline tripled in the first month

• Over 5,000 people were saved from abusive relationships

• Victims realized help was just 800 111 away