In an amazing way to reinforce their message Women’s Aid and Ocean Outdoor have collaborated to create a billboard that uses facial recognition. The more people that pay attention to the image of a bruised woman, the faster her bruises and cuts heal. The billboard coincides with International Women’s Day this Sunday and was made by London agency WCRS.

I’m pretty blown away by how clever this is, and how simple and complicated it is at the same time.

Find out more and see some other images (and a video) of how it works – over on AdWeek.