The National Centre for Domestic Violence has launched an experiential campaign at London Euston Station to raise awareness about domestic violence.
The innovative campaign created by JWT London uses an interactive billboard that asks members of the public to interact with characters on the screen using their mobile phone.
The big screen plays a video of a man violently shouting at a woman and asks you to drag the abusive partner away from the victim.
The call to action on the screen reads "Use Your Phone To Stop This Now, Drag Him Away at http://www.ncdv.org.uk/stop".
The screens synchronise to encourage people to report any domestic violence situations to the NCDV so they can intervene on the victim's behalf.
This is a nice little idea from JWT, not only grabbing people's attention, but asking them to actively intervene.
However, it would be interesting to see how many people took part in the experiment, as let's face it, commuters are often in a rush!
The spot online has received over 18,000 views and over 300 shares.
Watch the ad below...