Face-swap tech used to chilling effect

In this hyper visual age we are bombarded with images of suffering and can become desensitised.

Globally, more than two million under-aged girls are trapped into forced prostitution. To mark today, which is the UN’s International Day of the Girl, the NGO Free a Girl has launched an impactful social experiment titled Fight As If She Were Your Own, that draws attention to this problem. By bringing it closer to home.

One of the problems is that many of us in so-called 'safer' parts of the world don't see this problem as relevant to us. Well, what about if it was our own daughter, sister or grandchild affected?

Unlike usual awareness billboards featuring anonymous victims, this digital billboard uses face-swap tech to replace the face of a girl sitting on a bed in an Indian brothel – with that of one of the girls passing by.

Ysabelle Tierie, creative at DDB Unlimited says: “In communication it’s always a challenge to break through the clutter. To generate impact. People get flooded by so many messages that almost nothing reaches them. Technology is one of the things that can help us break this barrier. This allows us to make our message relevant and personal. So that we can relate to other people’s situations."