REDBERRY

To demonstrate the inactivity of third parties, the campaign used 'closed eyes' as a clear metaphor. The message was simple: if you close your eyes, the violence will continue; the only way to stop it is to notice the problem.

Within the framework of the campaign, a web-platform was created through which a video monitor was tracking the opening and closing of eyes of the web visitor. When eyes were closed, there were scenes of violence and sounds of violence as if coming from a neighbor's house. When the person opened his eyes, the scenes of violence stopped and the website called upon the visitor never to close his eyes when seeing violence and then state his opinion on the social network.

The campaign was followed by an active response and discussion in social media. Thousands of people shared the message on their Facebook proles: "I will not close my eyes to violence." After the campaign, the number of hotline calls from victims as well as witnesses increased by 500%.