Terre Des Femmes: Virtual Victim App

Facebook app: http://apps.facebook.com/VirtualVictim

“Virtual Victim” is a unique Facebook Application developed to support „Terre Des Femmes“, a Women’s Rights Organization based in Berlin, Germany, in their fight against domestic violence. Female Facebook users can record a portrait picture via webcam and add bruises and scars to their picture. The Virtual Victim App adds a very intriguing message to the picture and creates a new post in the user’s news feed on Facebook: „One out of four women becomes a victim of domestic violence. Would you do something if it was me?“ The stark effect of this message and scarred portrait encourages Facebook friends to pause for reflection. Who wouldn’t be deeply affected, if a friend or acquaintance was the victim of domestic violence?

Advertising Agency: Scholz & Volkmer GmbH, Wiesbaden, Germany
Chief Creative Officer: Christian Daul
Creative Directors: Katja Rickert, Christoph Tratberger
Copywriter: Christoph Tratberger
Account Management: Patrick Peter
Art Director / Designer: Barbara Seng, Ben Reubold
Programming: Mario Dold, Benjamin Knichel

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15 comments

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

At school we where doing firework safety ads. This idea came up a lot as well, so I suppose we can label it as a 'first idea'. I dunno bout others but where's the fun in this?

Dzsoi's picture
Dzsoi
5269 pencils

There is no fun, there is woman solidarity in it.

HappyHour's picture
HappyHour
2387 pencils

Something tells me they probably weren't going for "fun" in their campaign against domestic abuse.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Al right, fun isn't the right word. Let me rephrase it:
Why would I go through all the hassle of uploading my photo to see myself all bruised?

Guest's picture
Guest

At school? When, yesterday?

Dzsoi's picture
Dzsoi
5269 pencils

I don't know if people would do it, but if they do, it can be definitely a shocking attention-grabber for all friends... excellent use of Facebook. (I hope there is a call-to-action in the post as well.)

Guest's picture
Guest

This is a great idea. Not a first thought. This is compelling, compared to most of the ads you see for domestic violence.

CommandZ's picture
CommandZ
2472 pencils

Come on Jack, fun?! Really?! Because thats what this category needs is more fun. Sorry son but you need to think things through a little more before you commit your comments for sharing. Just sayen, not hating.

Jaap Grolleman's picture
Jaap Grolleman
7004 pencils

Rephrased it. I still mean the same thing.

But what do you think of this online ad?

Guest's picture
Guest

The word 'strive' is not spelled 'strife'.

Guest's picture
Guest

Agreed. This is isn't about fun. However, a social-media campaign that demands this level of interaction (actually bruising a picture of your face) faces some challenges: will women actually want to do this? What if they have been victims of abuse? What if they know victims? Could these things affect adoption of the app?

I think the campaign is brilliant, particularly the "would you do something if it was me" part. However, although topics like these need to be addressed and brought to the public with powerful shock value, I wonder if interacting with the app may be "too heavy" for women to actually partake in it.

I hope not, because I think it's great. Does anyone know how it's been received? Ivan?

Guest's picture
Guest

I find this appalling and controversial. I can see the point in such a campaign but I disagree with it. As a woman, I wouldn't add bruises to my face and would never use this application. Adding bruises to your face isn't solidarity. It's like making a game out of violence and pain - let's see what I look like with a black eye and shock my 350 friends. And the point isn't that friends should be affected and shocked - the point is in empowering the person suffering from abuse. This kind of campaign belittles domestic violence. I think the people who created it could come up with something better and more significant.

Dzsoi's picture
Dzsoi
5269 pencils

Sorry, but you are completely off.
1. You are totally ignoring the context. Adding bruises to my face and writing a line under it: "I f*cked Mike Tyson's wife" is a joke, is a game. NOT with the line "What would you do if it happened to me?"
2. The point IS that friends should be affected and shocked and have them think about the issue. This is such a topic where most ppl don't give a fck UNTIL they or their loved ones are affected. And the app pulls exactly the right trigger, makes (even forces!) your friends to play that fantasy.
3. Empowering the person suffering from abuse?? Targets of this campaign are clearly not the victims. That is a different strategy and both are valid.

Guest's picture
Guest

Already? That thing can hardly be found around the web and had its first blog appearances two weeks ago. "Been done, too" would be more precise.

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