In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones.

We prepared women specific video and embedded the app information in it.

At the beginning of the video, we see a woman (actress pretending to be famous blogger) giving a video tutorial about a fairly feminine topic – e.g. applying nail art.

But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial.

Furthermore we developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.

As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times.