THE GUARDIAN ANGEL

TitleTHE GUARDIAN ANGEL
BrandASSOCIATION OF WOMEN FOR ACTION AND RESEARCH
Product / ServiceCHARITY
CategoryA08. Integrated Mobile Campaigns
EntrantJWT SINGAPORE , SINGAPORE
Entrant Company JWT SINGAPORE, SINGAPORE
Advertising Agency JWT SINGAPORE, SINGAPORE
Production Company CURIOUSLAB Singapore, SINGAPORE

Credits

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

Creative Execution

The Guardian Angel is a simple and elegant accessory that is always accessible during crucial moments. 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. 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 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.

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.

Links

Mobile URL   |   Additional URL 1