The German agency brand.david (http://www.brand-david.de) has launched an augmented reality (AR) campaign for the „Frauennotruf Münchene.V", which is a local non profit organisation against domestic violence.
In cooperation with Augmented Reality (AR) specialist metaio the advertisings have been enriched with multimedia content that can be discovered by anyone using a smartphone.
Female victims mostly live in two parallel worlds: while the print campaign suggests a perfect world, the augmented reality leads us into the terrible abyss of the women's fate.
The target of the campaign is to bring the subject of domestic violence to light and to reduce victim-hostile prejudices. The campaign is a fine example how augmented reality in combination with the right idea can make a valuable contribution to the social sector.