By Wunderman BA, Buenos Aires, Argentina

For Fundación Mujeres en Igualdad (MEI) Brand Fundación Mujeres en Igualdad (MEI)

Highly Commended in category Health & Wellness

In subcategory Non-Profit-Digital

Project Description
Women were our main target, because they are the ones suffering gender violence. We wanted to create a campaign that spoke directly to them, that’s why we decided to develop an app by and for women only.

Insight: Hiring home services is a frequent issue that women deal with every day – locksmith, electricians, etc. Many women feel uncomfortable letting a strange man into their homes as they are exposing themselves to harassment and even danger. To avoid this risk and to create awareness, we developed FEMPLEA, a first of its kind, free app for women to hire home services exclusively performed by women.
Agency Solution
FEMPLEA is the first free app that connects women in the home service industry to other women that want to hire them, providing a safer environment for both parties. We developed the brand from scratch, keeping safety and security as our main priority. To guarantee the reliability of the app, we created a Face Recognition and an ID verification system that only allows the entry of women. From the app’s design we decided to show in a direct and concrete way the union of women. Content-wise, the app allows for easy search functionality, detailed profiles, and an e-commerce platform to hire the female workers.
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