| Title | THE GUARDIAN ANGEL |
| Brand | ASSOCIATION OF WOMEN FOR ACTION AND RESEARCH |
| Product / Service | CHARITY |
| Category | A05. Use of Other Digital Solutions in a Direct Campaign |
| Entrant | JWT SINGAPORE , SINGAPORE |
| Entrant Company | JWT SINGAPORE, SINGAPORE |
| Advertising Agency | JWT SINGAPORE, SINGAPORE |
| Production Company | CURIOUSLAB Singapore, SINGAPORE |
| Name | Company | Position |
|---|---|---|
| Valerie Cheng | JWT Singapore | Chief Creative Officer |
| Jac Rodrigo | JWT Singapore | Creative Director |
| Minzie Liyu | JWT Singapore | Creative Director |
| Alan Leong | Jwt Singapore | Associate Creative Director |
| Boby Ertanto | JWT Singapore | Programming Lead |
| Nicholas Ng | JWT Singapore | Technical Lead |
| Hidayah Asari | Jwt Singapore | Producer |
| Cris Pristay | Jwt Singapore | Regional Director Of Corporate Communications |
| Rachel Koh | Jwt Singapore | Senior Project Manager |
| Peter Chee | Jwt Singapore | Project Manager |
| David Teo | Curiouslab | Technical Lead |
| Ron Lim | Pixeledge | Founder |
| Hiroyuki Kubo | 1/10design.inc | Art Director |
| Jonathan Tay | Amanacliq | Photographer |
| Trudi Koh | Amanacliq | Executive Producer |
| Frank Bauer | Jwt Singapore | Ceo |
| Yang Yeo | JWT Shanghai | National Creative Director |
| Lo Sheungyan | JWT Shanghai | Creative Chairman |
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. More than 90% is by someone they know. 'A woman who's attacked by someone on the road at least shouts for help but when a sexual assault comes from someone she knows and trusts, she's taken aback' Dr Shaibya Saldanha, co-founder, Enfold Trust. We need to create a simple intervention in seconds that would help women disrupt the chain of events and call for help as soon as possible to prevent the rape from happening.
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. More than 90% is by someone they know. 'A woman who's attacked by someone on the road at least shouts for help but when a sexual assault comes from someone she knows and trusts, she's taken aback' Dr Shaibya Saldanha, co-founder, Enfold Trust. We need to create a simple intervention in seconds that would help women disrupt the chain of events and call for help as soon as possible to prevent the rape from happening.
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.
Since it's launched on 28 April 2014, many distributors from around the world requested for distribution rights for their country. The Guardian Angel is now sold on-ground in Malaysia, Hong Kong, Spain, China, Russia, Japan and France. The awareness and PR value achieved since its launched reached more than USD5million worth of media and press coverage.