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.
- العلامة التجارية
- Vodafone Turkey
- الوكالة
- Y&R Team Red Istanbul
- السوق
- تركيا
- المنطقة
- عالمي
التحدي
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.
الفكرة
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.
النتائج
- The app was downloaded 6,991 times and activated 3,591 times, according to the agency's figures as reported by Glossy.
مصدر دراسة الحالة: Glossy المصدر ↖
الجوائز
- Cannes Lions 2015Media Lionsذهبية
- Cannes Lions 2015Media Lionsالجائزة الكبرى
- Cannes Lions 2015Promo & Activation Lionsفضية
- Cannes Lions 2015Promo & Activation Lionsبرونزية
فريق العمل
- الوكالة الإبداعية
- Y&R Team Red Istanbul
- الوكالة الإعلامية
- Mindshare
