Mobile > Best Integrated Campaign Led by Mobile
JWT SINGAPORE , Singapore / ASSOCIATION OF WOMEN FOR ACTION & RESEARCH / 2014
Awards:
Overview
Credits
Execution
The Guardian Angel is a simple and elegant accessory that is always accessible during crucial moments. It is a device which allows women to trigger her mobile phone via low-energy bluetooth technology to ring during uncomfortable moments, so she may have an excuse to get out of. If her perpetrator persists, she can hold the button for 3 seconds to send an SOS via SMS to a designated number such as her parents to notify them that she is in danger. The SMS also provides coordinates of her location and provides a link to the Google Map location.
Outcome
Launched on 28 April 2014, we are unable to provide results in time. This is what the client has to say:
“AWARE believes in the rights of women to participate in social and public spaces free from harassment and violence,” says Corinna Lim, Executive Director at AWARE. “But especially in a workplace or social scenario, there can be social penalties for confronting harassers directly. The Guardian Angel can help to defuse some harassment situations. The emergency contact function also empowers women to more easily seek help in cases of serious threat.”
For updated results, please refer to the website: http://justwonderfulthings.com/aware/guardian
Strategy
Whilst governments worldwide have invested a lot in the education and awareness of sexual assault and rape issues (such as White House Task Force to Protect Students from Sexual Assault – 22 Jan 2014), communication messages play a limited role to protect women and girls during those crucial moments of assault.
Nearly 1 in 5 women or nearly 22 million have been raped in their lifetimes based on US National study done. 80% raped before 25 and more alarmingly, at least 90% knew their perpetrator.
When sexual assault comes from someone a girl knows and trusts, she’s taken aback and confused by what's happening.
We created The Guardian Angel, a simple intervention jewellery to help every woman disrupt the chain of events and call for help as soon as possible to prevent the assault from happening through a simple click of a button anytime, anywhere.
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