Wunderman Buenos Aires and Movistar (part of Telefónica Group) are out with a new ad campaign designed to combat domestic violence titled “Maria’s Message.”
The “Message” is an interactive audio created in WhatsApp, the messaging app that is popular in Latin America. The words in a conversation between two friends change depending on how you listen to it. When using a speaker or earphones, the conversation sounds like typical chitchat between two friends. But when you listen with phone close to your ear, a desperate scream for help from one of the callers is heard.
“Being able to listen to what someone is truly saying is the powerful metaphor behind this idea,” according to the agency.
Download the video and voice recording here.