CITIX: Saltanat Light
CITIX and GForce Grey faced a challenge where public awareness of domestic violence plummeted despite new legislation. They needed to maintain urgency and provide actionable support to women across Kazakhstan. The client sought a solution that utilized their existing digital infrastructure to educate the public on their rights and connect victims to legal resources, ensuring the conversation around domestic abuse remained active and impactful.
Creative Idea
A neon sign blinked in real-time every time domestic violence was reported.
CITIX transformed an iconic neon sign into a real-time data visualization of domestic violence reports, using AI to bridge the gap between public awareness and legal action, successfully turning passive digital infrastructure into an active tool for women's safety.
Turning Neon Data Into A Lifeline
The Pulse Of The City
The campaign utilized the Citix network of smart city street furniture to broadcast real-time data. By integrating the UN Women emergency Telegram bot directly into the digital ecosystem, the agency bypassed traditional awareness barriers. The neon installation served as a physical anchor for the digital campaign, creating a tangible connection between the abstract statistics of domestic violence and the urban environment where citizens live and work.
Reaching A Nation In Crisis
The project achieved a massive reach of 22.3 million impressions, effectively covering 75% of the total population of Kazakhstan. This scale was made possible by leveraging the existing DOOH (Digital Out-of-Home) infrastructure, which allowed for instantaneous updates across the country. The collaboration with Aitbek Amangeldy was pivotal, as his personal advocacy provided the necessary moral authority to transform a corporate technology platform into a trusted public safety tool.
Technical Integration And Reach
Beyond the visual impact, the campaign functioned as a high-frequency communication channel. The integration of AI-driven data processing ensured that the information displayed on the screens remained current, reflecting the urgency of the domestic violence crisis. By turning passive advertising screens into active conduits for legal resources and emergency support, the project demonstrated how AdTech can be repurposed to address critical social issues without requiring additional physical infrastructure. The result was a seamless blend of public art and essential utility that maintained high engagement levels throughout the deployment period.
Creative Strategy Deconstructed
Company
CITIX leveraged its extensive network of digital outdoor screens and smart-city technology to broadcast real-time data across the entire country.
Category
Digital out-of-home companies typically focus on commercial advertising, ignoring the potential for public service interventions or real-time social data visualization.
Customer
Women in Kazakhstan needed accessible, immediate legal resources and a society that acknowledged the ongoing reality of domestic violence.
Culture
The tragic murder of Saltanat Nukenova sparked a national movement, creating a cultural demand for accountability and the enforcement of new laws.
Company
CITIX leveraged its extensive network of digital outdoor screens and smart-city technology to broadcast real-time data across the entire country.
Category
Digital out-of-home companies typically focus on commercial advertising, ignoring the potential for public service interventions or real-time social data visualization.
Strategy:
Transform passive infrastructure into an active, real-time witness to social injustice.
Customer
Women in Kazakhstan needed accessible, immediate legal resources and a society that acknowledged the ongoing reality of domestic violence.
Culture
The tragic murder of Saltanat Nukenova sparked a national movement, creating a cultural demand for accountability and the enforcement of new laws.
Strategy:
Transform passive infrastructure into an active, real-time witness to social injustice.
Results
The campaign achieved a reach of 22,300,000, representing 75% of the country's population. Following the launch, there was a 400% increase in domestic violence cases reported, indicating that more women are speaking out and seeking help. The sign flashed 789 times in one month, averaging 26 times a day, or once every 55 minutes.
22.3M
total reach
75%
population reached
+400%
increase in reported cases
Strategy Technique
Turn Data Into Drama
By connecting real-time abuse reports to a physical, emotive light, the campaign transforms cold statistics into a visceral, urgent narrative. This forces the public to confront the scale of the issue through immediate visual impact.
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Creative Technique
Make the Invisible Visible
The campaign takes abstract, hidden statistics of domestic violence and manifests them as a physical, blinking neon light. This makes an invisible social crisis impossible to ignore in the public square.
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Craft Breakdown
This campaign is elevated by its brilliant integration of technology and physical art direction, turning a forgotten city landmark into a real-time data visualization tool for social justice.
The custom-built AI parser and real-time integration with digital billboards nationwide turn data into an active, life-saving public alert system.
Restoring a vintage, local neon sign and repurposing it as a symbol of resistance creates a powerful, poetic visual metaphor.
“The magic lies in the synergy between physical restoration (Art Direction) and real-time data automation (Technology), bridging the gap between historical memory and modern utility.”
