To raise awareness of domestic violence in Finland, these PSAs pop up after a 911 call

This outdoor anti-violence campaign from the Helsinki police will get rid of any desensitization passersby might have about domestic violence. TBWA collaborated with JCDecaux for a responsive campaign that served anti-violence ads by tracking calls made to 112 (Finland's 911 line) and then serving the ad in outdoor locations in the surrounding area.

The ads stayed up for 48 hours at a time.

“All JCDecaux outdoor posters have their own address, so the system picks the 15 closest posters to the crime scene and they will appear to the streets overnight,” TBWA account director Juha-Matti Raunio tells AdFreak.


The creative concept mirrors the contextualization of the ad placement. What seems like a mundane space, a kitchen, for example, reveals a darker reality when looked through the black light. The effect gives you pause when you're standing at your regular bus stop.

Perhaps more reactive ads like this can spread the message not only about domestic violence, but other social and environmental justice issues. To this end, PSFK see The Advertising Council and nonprofits utilizing this idea to good effect.

TBWA | JCDecaux

This outdoor anti-violence campaign from the Helsinki police will get rid of any desensitization passersby might have about domestic violence. TBWA collaborated with JCDecaux for a responsive campaign that served anti-violence ads by tracking calls made to 112 (Finland's 911 line) and then serving the ad in outdoor locations in the surrounding area.

The ads stayed up for 48 hours at a time.

“All JCDecaux outdoor posters have their own address, so the system picks the 15 closest posters to the crime scene and they will appear to the streets overnight,” TBWA account director Juha-Matti Raunio tells AdFreak.