Title | THE GUARDIAN ANGEL |
Brand | ASSOCIATION OF WOMEN FOR ACTION AND RESEARCH |
Product / Service | CHARITY |
Category | B03. User Experience |
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 |
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. This is what the client has to say: 'AWARE believes in the rights of women to participate in social and public spaces free from harassment and violence,' says Corinna Lim, Executive Director at AWARE. 'But especially in a workplace or social scenario, there can be social penalties for confronting harassers directly. The Guardian Angel can help to defuse some harassment situations. The emergency contact function also empowers women to more easily seek help in cases of serious threat.'
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.