Always the feminine protection brand that empowers girls to be unstoppable and live life to their fullest potential, decided to rewrite the rules in women’s confidence through an act that fully embraces the brand’s purpose. In order to elevate protection to a higher order benefit and make it appealing to “her”, we created a tool about the ultimate confidence that only (mental) protection can give her.

In Europe, every night, 3 billion women go back home alone, 90% are afraid to walk alone, 40% admit having considered to take a self-defense course to boost their self-confidence. Common behavior is to usually call a friend or family while walking (desk research).

The idea is an app “BackMeApp” for women and girls that allows them to appoint a “guardian angel” to watch over them while going back home late so they feel confident again.

All a woman needs to do is set the path she will be walking & ask a friend to “accompany” her from afar by watching over this path. If she deviates from her path or stays put for more than 2’, the friend gets notified that something might be wrong and can act. The two can stay constantly connected. On the other hand, once she arrives safely to destination, the friend is notified too and they both close the session. An online video was produced to created awareness for this service and launched on YouTube and Facebook.

Results in Israel since launch on February 19, 2015 has:

- Downloads of the app: 305M – 50% reach of TA (girls & women 13-34) with 3M unique users daily

- Video views: 315M – 52% reach of TA (women 13-34) ? (English master version): https://www.youtube.com/watch?v=4dqfZ6LwmV4

- FB unique people reached (past 3 weeks): 622M – 75% reach of TA (girls & women 13-40)

- Bloggers & influencers: more than 500 posts on Instagram, fb & blogs from influencers that brought +1MM impressions

- 1 TV morning show coverage on leading IL channel

- 2 articles on #1 & #2 news websites in the market