Cannes Lions
OGILVY, Hong Kong / WOMEN HELPING WOMEN ASIA / 2024
Awards:
Overview
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Credits
Background
Could our mobile phones protect us from domestic violence? In Hong Kong gender-based violence is widespread and often tolerated, because of a deeply rooted societal inequality between men and women. Abuse always strikes hard, unexpected. No matter which form of violence perpetrators use, without undeniable evidence it becomes hard to prove. Even behind closed doors our mobiles are always there, as a silent witness to every fight and struggle.
Leveraging digital to have an impact in the physical world, this mobile app works to protect women in a simple manner and was designed to elicit a direct response: to collect legal proof. This app always keeps an ear out for abusive language and automatically starts recording when certain trigger words are heard, collecting evidence victims can use to build a case for legal proceedings. Turning a simple mobile phone into a powerful tool that can change lives.
Idea
We used Ai to turn abusers' words against themselves. Introducing: The first mobile app that detect abuse by recognising the language used in abusive situations.
Studies show that certain verbal phrases accompany abuse and are often shouted by perpetrators in the lead-up to a physical attack. We trained our AI to recognise these key phrases in a variety of Cantonese dialects and Cantonese-accented English. When they're heard, the app immediately but secretly starts recording the entire incident that follows, helping victims collect legal proof against their abusers. If the Ai determines the incident is escalating, an emergency alert is sent to a trusted contact, allowing loved ones to intervene.
Strategy
This app was designed to elicit a direct response from our victims: Using their mobile phones to collect legal proof of the abuse. We used AI and turned technology into a simple and direct tool to battle gender-based violence.
Execution
Once the app is activated, users can resume normal activities online or offline. The app will continue to run in the background, never pops up on their Home Screen or Notification Centre, while always keeping an ear out for abusive language. When any of our trigger words are detected at over 90 decibels - the level of shouting - the app covertly starts recording the entire incident that follows. No notifications will ever pop up on your home screen or notification centre. The app icon is purposely designed to look generic and blend in to avoid raising suspicion. All recordings are automatically saved in a biometrical locked section of the app and are legally admissible in a local court of law making it an important step in the battle against gender-based violence.
Outcome
Lawyers have confirmed that these recordings are legally admissible in a local court of law, which hopefully will lead to an uptick in 1) victims speaking up 2) more convictions.
The app has been developed with Women Helping Women Asia and through the personal networks of 6 partner organisations, who are working on the frontline to battle gender-based violence, it's currently being further spread all over HK, reaching those in real need. It's still early stages but we're trying to reach as many as we can. A slow process, one that doesn't come with impressive numbers but happens quietly, spread through word-of-mouth and secret WhatsApp groups. So far, responses from our partners have been overwhelmingly positive. It has been designed specifically for the HK market with AI trained to pick up Cantonese and Cantonese-accented English only, but we are planning to quickly expand to reach more women in need.
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