The issue of women’s safety has become a major concern for both the public and administration.

And most people, especially women are unaware that Samsung mobile phones come pre-loaded with a SOS Alert Feature - something that they could use to get help in an unwarranted situation.

As the task was to inform people about the SOS Alert Feature, we decided to showcase the group most in need of it - women.

We started out by talking to individuals and then moved on to reading online articles, news reports and blogs on the subject of women safety. What emerged was the helplessness women feel in an unwarranted situation.

We thus united the foetal position of a scared woman with the location pin on a map and thus came up with the idea that showcased both the problem women face and the solution the product provides.

After the campaign’s release, there was a 36% increase in consumer enquiry about the feature before making their final purchase.

Besides this, people also recognized Samsung as a company that cared for their consumers’ safety.