The Guardian Angel / J. Walter Thompson Singapore
Creative solution to the brief/objective:We created The Guardian Angel. Worn as an accessible accessory, 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. And 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 or best friend 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.
Creative execution to the product or service:Whilst AWARE provides hotlines and counseling services such as Sexual Assault BefriendersService (SABS), their goal is to prevent assault from happening at all.The Guardian Angel was designed specifically to achieve this. It is an affordable device created for every woman to own so that they may feel free and less vulnerable to lead their lives to the fullest. As more women are empowered to protect themselves, rape and assault will also cease to become an epidemic.
It is available online and works for any country. 10% from every sale will be donated to AWARE.The Result: Given launch on 28 April 2014, we are unable to provide results in time but 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: http://justwonderfulthings.com/aware/guardian