Red Light Application (Between Us).
Vodafone Turkey built a hidden panic app for women facing domestic violence: shake the phone and it alerts three chosen contacts. It was promoted only in places abusers wouldn't look.
- Brand
- Vodafone Turkey
- Agency
- Y&R Team Red Istanbul
- Market
- Turkey
- Region
- Global
The challenge
Domestic violence affects a large share of women in Turkey, by the agency's account. An app to call for help is useless if the abuser finds out it exists, so it could not be advertised openly.
The idea
Y&R Team Red Istanbul made 'Red Light', an app that sends a call for help to three contacts when the phone is shaken. To reach women without tipping off abusers, the agency hid the message in content and products aimed at women: a beauty tutorial by a well-known blogger, lingerie labels and waxing strip packs. Mindshare supported the media.
Results
- The app was downloaded 6,991 times and activated 3,591 times, according to the agency's figures as reported by Glossy.
Case study source: Glossy Source ↗
Awards
- Cannes Lions 2015Media LionsGold
- Cannes Lions 2015Media LionsGrand Prix
- Cannes Lions 2015Promo & Activation LionsSilver
- Cannes Lions 2015Promo & Activation LionsBronze
Credits
- Creative agency
- Y&R Team Red Istanbul
- Media agency
- Mindshare
