Vodafone "Red Light App" (2014) 2:00 (Turkey)

Here's a pretty hardcore but brilliant Idea from Vodafone in Turkey. Y&R Team Red created a Red Light App to help aid women if they are about to become victims of domestic violence. Judging by the statistics, this isn't a rare occurrence, sadly. The app is cleverly designed to look like just a flashlight, but all it takes to use the app is to shake your phone. Then three trusted people in your contacts list will receive text messages that you are in trouble. They even went so far as to advertise the app in secret, acrosss all media via fake "how to videos" for women. That last fact is as telling as the fact that the app notifies three of your friends if you are in trouble, as opposed to the police.
Regardless, this is proof positive that no problem is too great to solve.

Agency: Y&R - Team Red Istanbul
Creative Director: Ayse Aydin
Creative Group Head: Erkan Kaya, Ilker Dagli
Art Director: Bulent Sengul
Copywriter: Ugur Sonmez, Can Arabacilar
General Manager: Hilal Birecik
Account Team: Ceren Kalkan, Setenay Ergin, Deniz Atalay
Head of Strategy: Bediz Eker
Strategy: Arif Emre Percin
Producer: Huseyin Bilir

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Dabitch's picture

While the app itself reminds me a little of The Guardian Angel "panic pendant", that necklace has a problem in that everyone now knows what it is, after the thousands of writeups about it online.
The way Vodafone targeted only women with the secret message here, especially the free wax strips, is very clever. Half the smarts is in the media alone.

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