This campaign makes use of 10 networked screens – nine large format LED billboards (6 metres x 1.6 metres) and a user’s smartphone or tablet screen. By browsing to the URL www.ncdv.org.uk/stop or by scanning a QR code the user is presented with an interface in their mobile browser that enables them to control the content on the 9 LED screens.The “Drag Him Away” campaign content features an abusive domestic situation between a man and a woman with the call to action "USE YOUR PHONE TO STOP THIS NOW GO TO ncdv.co.uk/stop AND DRAG HIM AWAY." Users can drag the abusive male on their mobile or tablet touch screen. This action prompts an intervention within the tense situation displayed up on the LED screens. The male figure is dragged away from the female victim and he is pushed through all the screens until there is significant distance between him and his victim.The user’s mobile device connects to the web interface via 3G and the activation is delivered by a web app which enables mobile and digital out of home interaction.The multi-screen execution is supported by digital 6 sheet formats featuring QR codes that take the user to the website to activate their phone as the remote control.This is the first consumer-controlled campaign to run on JCDecaux’s Euston e-motion LED screens, providing a new way to communicate with the growing rail audience. Rail commuters are highly-connected – 68% have a Smartphone and they are twice as likely to own an iPad as the average adult. The idea was that people can take charge of their own destiny/the destiny of someone they love by using NCDV to help put physical distance between victim and abuser.They can literally use their phones to go to NCDV and 'drag the abuser away', be that on an interactive screen or in reality. The creative concept and execution is a metaphor for the service that NCDV offers victims of domestic violence. There was an overwhelming response by the public to interact with the digital screens at Euston Station. As a result there was a dramatic increase in awareness about the specific service that the Council for Domestic Violence offer, namely the ability to put physical distance between a victim and their abuser by granting an injunction.

To help get an injunction against an abusive partner the NCDV are encouraging intervention from a third party. We felt the strongest way to get this message across was real intervention through interaction in a public place.We utilised the new motion screens at Euston Station to make the world's first live and interactive user controlled digital billboard. The public were invited to breakup an abusive situation by putting physical distance between an abuser and their victim.

There was an overwhelming response by the public to interact with the digital screens at Euston Station. As a result there was a dramatic increase in awareness about the specific service that the Council for Domestic Violence offer, namely the ability to put physical distance between a victim and their abuser by granting an injunction.