Free Wi-Fi Network Hijacked To Raise Awareness Of Domestic Abuse

Free Wi-Fi Network Hijacked To Raise Awareness Of Domestic Abuse
Advertising

UK wireless users may encounter a free Wi-Fi network that shows them a short campaign ad about domestic abuse when they connect to it

Sara Roncero-Menendez
  • 12 may 2017

Free Wi-Fi is one of those great pleasures in life, especially when you’re trying to save on your wireless data bill. London-based charity Bede House used that desire to help raise awareness about domestic abuse. Whenever a user would select a network called “Free_Public_Wi-Fi” they would see a video pop up of a woman using FaceTime to try and communicate with someone, when their significant other comes in and beats her for using the phone. The Wi-Fi makes sure to confirm that the person attempting to access the network is over 16 years old, as the video is quite graphic. After the scene is over, it allows the people to save the non-emergency police number in case they need to report domestic abuse.

Lucas Peon, executive creative director of J. Walter Thompson London which created the campaign, said in a statement: “Using free Wi-Fi as the hook allowed us to unexpectedly deliver the message and gave us the ability to be targeted in our approach. The film feel is purposely disruptive and personal which suits the mobile format and motivates viewers to save the number to their contacts.”

Watch how the process works below:

Bede House

 

Free Wi-Fi is one of those great pleasures in life, especially when you’re trying to save on your wireless data bill. London-based charity Bede House used that desire to help raise awareness about domestic abuse. Whenever a user would select a network called “Free_Public_Wi-Fi” they would see a video pop up of a woman using FaceTime to try and communicate with someone, when their significant other comes in and beats her for using the phone. The Wi-Fi makes sure to confirm that the person attempting to access the network is over 16 years old, as the video is quite graphic. After the scene is over, it allows the people to save the non-emergency police number in case they need to report domestic abuse.

+Europe
+Europe
+free Wi-fi
+mobile
+Mobile
+PSA
+UK
+Wi-Fi
+wifi

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