Showcase

Campaign: The Guardian Angel

WPP company(s):
J. Walter Thompson Singapore
Client:
Association of Women for Action and Research (AWARE)
Value:
$30,000

Overview

J. Walter Thompson Singapore created a device to help protect women from abuse or rape. By pressing a button on the wearable device, their mobile phone rings allowing them to step away discretely from an uncomfortable situation. When the button is held for three seconds, an SOS text message is sent to a designated number providing GPS coordinates of the location.

Results

  • $5m value in media and press coverage since launch.

Awards

  • Cannes Lions 2014: 1 Silver.
A woman in a white dress