| Title | THE GUARDIAN ANGEL |
| Brand | ASSOCIATION OF WOMEN FOR ACTION AND RESEARCH |
| Product / Service | CHARITY |
| Category | A09. Use of Mobile Devices |
| 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 | Senior 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 |
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.
Designed in the shape of the halo of an angel, it is an elegant accessory which can be worn as a necklace or bracelet so that it is always accessible to her during those crucial moments. The Guardian Angel is available online at www.the-guardianangel.com and also at selected retail shops in Singapore. The Guardian Angel works in any country. It only requires a one-time set up via The Guardian Angel mobile app available at www.the-guardianangel.com. Once set up is complete, The Guardian Angel communicates with her mobile phone via low-energy long-range blue-tooth technology. SOS with Google Map location coordinates triggered by The Guardian Angel is delivered through regular SMS accessible by any mobile phone receivers. The Guardian Angel is promoted through an effective PR strategy targeting mainstream and online journalists to help spread the word. AWARE Singapore actively promotes it on their website and social platforms to raise awareness.
Whilst governments worldwide have invested a lot in the education and awareness of sexual assault and rape issues (such as White House Task Force to Protect Students from Sexual Assault 22 Jan 2014), communication messages play a limited role to protect women and girls during those crucial moments of assault. 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 and more alarmingly, at least 90% knew their perpetrator. When sexual assault comes from someone a girl knows and trusts, she's taken aback and confused by what's happening. We created The Guardian Angel, a simple intervention jewellery to help every woman disrupt the chain of events and call for help as soon as possible to prevent the assault from happening through a simple click of a button anytime, anywhere.