THE GUARDIAN ANGEL by CURIOUSLAB, J. Walter Thompson Singapore for Aware

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THE GUARDIAN ANGEL

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Industry Charities, Foundations, Volunteers
Media Case study
Market Singapore
Agency CURIOUSLAB
Agency J. Walter Thompson Singapore
Associate Creative Director Alan Leong
Creative Director Liyu Minzie, Jac Rodrigo
Art Director Hiroyuki Kubo
Producer Hidayah Asari
Photographer Jonathan Tay
Released November 2013

Awards

Cannes Lions, 2014
MOBILE LIONS Creative Use Of Technology: Innovative Technology for Mobile SILVER

Credits & Description

Type of entry: Creative Use Of Technology
Category: Innovative Technology for Mobile
Advertiser: ASSOCIATION OF WOMEN FOR ACTION AND RESEARCH (AWARE)
Product/Service: NON-PROFIT
Agency: JWT SINGAPORE , SINGAPORE
Client: ASSOCIATION OF WOMEN FOR ACTION AND RESEARCH (AWARE)
Product: NON-PROFIT
Entrant: JWT SINGAPORE , SINGAPORE
Type of Entry: Creative Use Of Technology
Category: Innovative Technology for Mobile
Entrant Company : JWT SINGAPORE, SINGAPORE
Advertising Agency : JWT SINGAPORE, SINGAPORE
Advertising Agency 2 : CURIOUSLAB Singapore, SINGAPORE
Chief Creative Officer: Valerie Cheng (JWT Singapore)
Creative Director: Jac Rodrigo (JWT Singapore)
Creative Director: Minzie Liyu (JWT Singapore)
Associate Creative Director: Alan Leong (Jwt Singapore)
Programming Lead: Boby Ertanto (JWT Singapore)
Technical Lead: Nicholas Ng (Jwt Singapore)
Producer: Hidayah Asari (Chameleon)
Regional Director Of Corporate Communications: Cris Prystay (JWT Singapore)
Project Director: Rachel Koh (Jwt Singapore)
Project Manager: Peter Chee (Jwt Singapore)
Technical Lead: David Teo (Curiouslab)
App Developer: Ron Lim (Pixeledge)
Art Director: Hiroyuki Kubo (1/10design.inc.)
Photographer: Jonathan Tay (Amanacliq)
Executive Producer: Trudi Koh (Amanacliq)
Ceo: Frank Bauer (Jwt Singapore)
National Creative Director: Yang Yeo (Jwt Shanghai)
Creative Chairman: Lo Sheungyan (Jwt Shanghai)
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.
Launched on 28 April 2014, we are unable to provide results in time. 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.”
For updated results, please refer to the website: http://justwonderfulthings.com/aware/guardian
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.