Creative Execution

Users install the app and enter a series of 5 people who they have enlisted as their emergency contacts. When the SOS button is tapped, the app automatically sends a message to the 5 emergency contacts which includes the victim’s geo-location. The tap simultaneously triggers the app to send out an alert to other app subscribers within a 1 km radius of the victim, informing them of the victim’s whereabouts. And lastly, once the emergency messages and the alert is triggered, the app starts an audio recording that lasts upto 15 minutes and can be later used as evidence.

The app was launched in the Android stores on the 10th of March, 2014.

With the overwhelming incidents of women harassment and rape, the need for a rescue app was imminent. With MARD, the rescue app would enable people to feel a little safer through a touch of a button. With the need for a rescue app, given the societal circumstance the marketing objectives that followed were to develop a simple mobile application that would focus on informing, sending alerts and capturing information. The application focused on simplicity when it came to the user interface and interaction, while simultaneously triggering a series of processes from the back end.