Finland is topping the domestic violence charts globally, even though only every tenth case is reported. Domestic violence happens everywhere regardless of the wealth of the area. The hyperlocal outdoor posters made people realize that domestic violence is happening also in their own neighborhood.

88 percent more domestic violence acts happen during the night. So our traditional outdoor posters were reactive. During the day the posters appeared as an interior design photo and a filtered selfie, but after dark, the background lights switched on and revealed the signs of domestic violence.

Outdoor is often regarded traditional and slow, although each bus stop has its own location on the map. With these addresses we utilized outdoor advertising in a completely new way. The world’s first real-time hyperlocal outdoor campaign was triggered by an actual emergency call. The campaign then immediately appeared in the crime scene for the next 48 hours.

The world’s first real-time hyperlocal outdoor campaign was triggered by an actual emergency call. The real 911 calls determined the area of the reactive campaign. The information about the location of the call was sent to JCDecaux’ system and 15 anti-violence posters were immediately placed near to the home that made the call. The posters were up for the next 48 hours.

These targeted 48-hour campaigns took place around Helsinki within two weeks in six different locations. There were two roll-outs, one in December 2016 before Christmas 2016 and one in April 2017 before Easter.

The hyperlocal outdoor posters were highly effective because they appeared in the right locations at the right time. This made people wake up to the fact that domestic violence is happening in their own neighborhood, right now.

15 outdoor posters generated 26 million impressions during the four weeks they were up. Press coverage ranged from local newspapers, tv talk shows all the way to Adweek to Euronews. These targeted 48-hour campaigns took place around Helsinki within two weeks in six different locations. There were two roll-outs: one in December 2016 before Christmas 2016 and second in April 2017 before Easter. Both are the peak seasons for domestic violence.

The campaign received lots of attention, media hits and most importantly, the important issue became the topic of discussion in both tv and newspapers, globally and in Finland.

Outdoor is often regarded traditional and slow media, although each bus stop has its own location on the map. With these addresses we utilized outdoor advertising an media planning like never before. The world’s first real-time hyperlocal outdoor campaign that was triggered by actual emergency call. The campaign then immediately appeared in the crime scene area and stayed live for the next 48 hours.

The campaign revolutionized the usage of outdoor media through data targeting and never seen before collaboration of client and media owner.

The actual emergency data, the real 911 calls determined the area of the reactive campaign. The information about the location of the call was sent to JCDecaux’ system and 15 anti-violence posters were immediately placed near to the home that made the call. The posters were up for the next 48 hours.

These targeted 48-hour campaigns took place around Helsinki within two weeks in six different locations. There were two roll-outs, one in December 2016 before Christmas 2016 and one in April 2017 before Easter.

The traditional outdoor ad poster was reactive. During the day the posters appeared as an interior design photo and a filtered selfie, but after dark, the background lights switched on and revealed the signs of domestic violence.

Finland is topping the domestic violence charts globally, even though only every tenth case is reported. The aim of the reactive outdoor posters was to make people realize that domestic violence is happening in their neighborhood right now, and encourage them to report it more actively. It is not only a problem of the rougher areas.

Right after the domestic call had been made, the outdoor posters appeared in the streets near the crime scene for the next 48 hours. Domestic violence often happens during the night (according the Helsinki Police data 88%) , so with day/night effect the posters reacted to the dark. During the day the posters appeared as an interior design photo and a filtered selfie, but in the evening the lights changed the images into a forensic crime scene photo and a raw evidence photo.