VODAFONE | Between Us | 2015
Hidden From the Men / Vodafone "Between Us"
Some ads are designed to never be found. This is the story of a secret app built to protect women in Turkey from domestic violence.
The problem
In Turkey, one in three women suffers from domestic violence. Vodafone took on a tough challenge: making sure the very existence of an app meant to help these women stayed completely hidden from their abusers.
The insight
Instructions for how to use the app were quietly tucked away in places like women's underwear labels, hair removal wax strips, and makeup tutorial videos. All female subscribers received an automated voice notification, but if a man answered the phone, it switched over to a regular marketing message. The choice of media itself became part of the system protecting women.
The idea
The app, called "Red Light," was hidden inside a flashlight app. Just by shaking the phone, an SOS with location data would be sent to three trusted contacts. There was no need to even say the words "help me"—just a shake was enough. Even during the Cannes judging process, it was registered under a false name, with its true identity never revealed.
What happened
254,000 people downloaded it, representing 24% of Turkey's female smartphone users, and it was launched more than 103,000 times. At Cannes Lions 2015, it won five Lions including the Grand Prix in the Media category—the first Grand Prix ever won by Turkey.
Afterthought
This was a project where media buying became a lifeline. When I think that behind that number of over 100,000 launches lies over 100,000 cries for help, I'm left speechless. I feel like I witnessed a moment when advertising truly saved people.
Awards
- Cannes Lions Grand Prix 2015
