Peephole

> Peephole

Peephole

Interactive large-scale transit ad

2018

During the 16 Days of Activism Against Gender-Based Violence in 2018, we worked with a team of creatives to design an interactive transit ad that puts the viewer in the shoes of a person experiencing violence by their intimate partner.

Initially, the ad appears to be a unexceptional apartment door, but when the viewer looks through the peephole, they see an angry man in the hallway, banging on the door and trying to get in.

The viewer is invited to share a small part of what a victim of domestic violence experiences.

BWSS transit shelter ad 2018
The ad appeared at a transit stop in North Vancouver, British Columbia. The realistic effect was created by suspending a high-res screen behind the peephole, and installing a speaker at the precise point on the door where the man is knocking.
BWSS PSA International Day for the Elimination of Violence against Women 2018

Campaign Impact

The campaign received outstanding media coverage and shares through social media

This campaign was featured in these media outlets

Campaign Outcomes

9
Video received 968,010+ views on YouTube
9
Featured by over 7 local and 1 national media outlet
9

Campaign reached over 104,000 viewers on Facebook

9
Increased awareness around barriers to fleeing violence
BWSS PSA International Day for the Elimination of Violence against Women 2018

Home Sweet Home

> Home Sweet Home

Home Sweet Home

Video/Digital and Social Media

2018

For thousands of women and their children across Canada there is no “Home Sweet Home”.

Every week a woman in Canada is killed by her intimate partner.

Five children in every Canadian school classroom have witnessed their mother being assaulted by their father or father-figure.

Home Sweet Home campaign video screenshot
The Home Sweet Home ad campaign challenges the myth of the anonymous stranger and highlights the impacts of domestic violence on women and children.
Home Sweet Home campaign video screenshot

Campaign Impact

The campaign received outstanding media coverage and shares through social media

This campaign was featured in these media outlets

Campaign Outcomes

9

Video received 186,359+ views on YouTube

9
14K views on Facebook
9
85K views on BWSS website
9
Video is frequently used as B-roll in news reports on domestic violence
Home Sweet Home campaign video screenshot