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A disruptive campaign to counteract gender-based violence
Mayor's Office
Context?
Some of our boldest ideas come with layers. To explore the thinking, craft, and creative decisions behind the work, check it out on desktop - where the full experience comes to life.
Solution
Amanda was brought to life using metahuman visuals, generative AI, and a custom GPT. She lived on Snapchat and a dedicated site - accessible in under 20 seconds - and pointed users to real help. Paired with geo-targeted OOH near actual crime scenes, Amanda turned digital and public space into something unforgettable: a place to remember, reflect, and act.
Problem
Hundreds of women in the UK have been killed as a result of gender-based violence - yet their stories quickly fade from public view. For young people, the issue often feels distant or too hard to engage with. Traditional campaigns weren’t cutting through. The voices that needed to be heard most had been silenced.
Big Idea
What if those voices could speak again? Using digital traces left behind by victims, we created Amanda - an AI-powered avatar built through a process called Augmented Eternity. Based on a real victim’s data, Amanda could talk, learn, and connect with young people in their own language, becoming a voice for change they’d actually listen to.
Immortalise victims of GBV into an interactive avatar - Using Augmented Eternity, we built an avatar from the digital footprints left behind by a real victim of gender-based violence. Every photo, post, message and memory helped form a digital personality. This wasn’t a character. It was a living tribute. A way to ensure that vistims' voices and stories wouldn’t be lost to silence. In creating Amanda, we gave victims the chance to speak up long after they were taken.
Amanda doesn’t just look real - she thinks and responds like someone who’s lived through unimaginable violence. Built on a custom GPT, she can hold dynamic conversations based on lived experience and evolving insight.
But more than that, she speaks in a language that connects with young people - relatable, disarming, real. She can answer hard questions. Share emotional truths. And point people towards the help they need.
The avatar engages our audience and changes hearts and minds - on Snapchat, on their phones, in their language. Her presence feels intimate, not institutional. She invites users into a conversation, not a lecture. And that’s why she works.
People drop in to chat, and leave with a deeper understanding of gender-based violence. And because Amanda’s voice is born from lived reality, she doesn’t just deliver a message, she makes it matter.
Conversations with Amanda are dynamic and ever changing thanks to her custom GPT, which responds using the real victims own data and lived experiences.
The GPT is custom trained to point audiences towards self-help, therapy and self-defence resources.
Immortalise victims of GBV into an interactive avatar - Using Augmented Eternity, we built an avatar from the digital footprints left behind by a real victim of gender-based violence. Every photo, post, message and memory helped form a digital personality. This wasn’t a character. It was a living tribute. A way to ensure that vistims' voices and stories wouldn’t be lost to silence. In creating Amanda, we gave victims the chance to speak up long after they were taken.
Amanda doesn’t just look real - she thinks and responds like someone who’s lived through unimaginable violence. Built on a custom GPT, she can hold dynamic conversations based on lived experience and evolving insight.
But more than that, she speaks in a language that connects with young people - relatable, disarming, real. She can answer hard questions. Share emotional truths. And point people towards the help they need.
The avatar engages our audience and changes hearts and minds - on Snapchat, on their phones, in their language. Her presence feels intimate, not institutional. She invites users into a conversation, not a lecture. And that’s why she works.
People drop in to chat, and leave with a deeper understanding of gender-based violence. And because Amanda’s voice is born from lived reality, she doesn’t just deliver a message, she makes it matter.
A disruptive campaign to counteract gender-based violence
Mayor's Office
Problem
Hundreds of women in the UK have been killed as a result of gender-based violence - yet their stories quickly fade from public view. For young people, the issue often feels distant or too hard to engage with. Traditional campaigns weren’t cutting through. The voices that needed to be heard most had been silenced.
Big Idea
What if those voices could speak again? Using digital traces left behind by victims, we created Amanda - an AI-powered avatar built through a process called Augmented Eternity. Based on a real victim’s data, Amanda could talk, learn, and connect with young people in their own language, becoming a voice for change they’d actually listen to.
Solution
Amanda was brought to life using metahuman visuals, generative AI, and a custom GPT. She lived on Snapchat and a dedicated site - accessible in under 20 seconds - and pointed users to real help. Paired with geo-targeted OOH near actual crime scenes, Amanda turned digital and public space into something unforgettable: a place to remember, reflect, and act.
Context?
Some of our boldest ideas are hiding in plain sight. Click the ‘Extra Context’ button wherever you see it to uncover the thinking, craft, and creative decisions behind the work.
Because at unboring, the why is just as powerful as the wow.
Conversations with Amanda are dynamic and ever changing thanks to her custom GPT, which responds using the real victims own data and lived experiences.
The GPT is custom trained to point audiences towards self-help, therapy and self-defence resources.
Amanda really comes into her own when combined with out-of-home advertising that has been selected through contextual relevance. OOH sites are chosen based on their proximity to real gender-based violence crimes.
Amanda really comes into her own when combined with out-of-home advertising that has been selected through contextual relevance. OOH sites are chosen based on their proximity to real gender-based violence crimes.
