SELF by Lowe Singapore for Aware

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SELF

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Industry Public awareness
Media Case study
Market Singapore
Agency Lowe Singapore
Released February 2013

Awards

Clio Awards, 2014
Direct Public Service: Digital/Social Bronze

Credits & Description

Client ASSOCIATION OF WOMEN FOR ACTION & RESEARCH
Product GENDER EQUALITY ADVOCACY GROUP
Entrant LOWE SINGAPORE, SINGAPORE
Type of Entry Mobile
Category Mobile Applications and other Downloadable Tools
Title SELF
Product/Service GENDER EQUALITY ADVOCACY GROUP
Entrant Company : LOWE SINGAPORE, SINGAPORE
Advertising Agency : LOWE SINGAPORE, SINGAPORE
Other Credits Leigh Reyes/Chris Bautista/Hernando Rugay/Patricia Torres/Ena Escanan
Caryn Koh Account Manager
Mawar Quek Group Account Director
Mihir Dhairyawan Copywriter
Mandar Wairkar Art Director
Eranga Tennekoon Art Director
Noel Perlas Creative Technology Deputy Head
Dominic Stallard Chief Creative Officer/Executive Creative Director
LINKS
Entry URL: http://www.selfawareapp.com/
BRIEF EXPLANATION
There are 130,000 domestic violence cases in Singapore every year, but only 30% of them are reported. And most of those are dismissed in court due to lack of evidence. AWARE, Singapore's leading gender equality advocacy group, wanted to find a solution. As Singapore has the highest smartphone penetration in the world, we created the 'Self' App. Based on the insight that most physical abuse is accompanied by loud noise, like shouting and screaming. This app when activated, monitors for a spike in ambient decibel levels and automatically starts recording. It then saves the audio file in a secret folder, to be used later by the victim applying for a protection order. The app also has an optional facility of automatically sending an SOS, via SMS to a nominated person, a secret folder for storing photographic evidence, information about the nearest police stations, hospitals and help centres, and a safety plan to help avoid further abuse. Because of its sensitive nature, and to keep it in the right hands that of women, the app poses as a mirror until it's unlocked by a secret gesture. Whilst completely ending domestic abuse is a long way off, the Self App by AWARE has given women something they can fight back with.