Identities.Mic reports: British domestic violence awareness organization Women’s Aid launched a billboard in London this week featuring a woman with two black eyes, swollen features and lacerations. It’s a powerful image on its own, but the ad takes things further by actually changing based on people’s responses to it.

If passers-by ignore the image, it remains stagnant, but if they take the time to stop and look, the ad becomes interactive and the woman’s face begins to heal. According to an explanatory video about the campaign, this is done through facial recognition technology. Onlookers are also captured on camera, and their responses are projected on to the bottom of the billboard.

Read more.