In a traditionally sexist country as Portugal, domestic violence is a serious problem with no solution in sight. Data tell us that women struggle to ask for help and tend to endure for years in a violent relationship. Meanwhile the country witnesses an unprecedented rise in domestic violence. In the first 2 months of the year 12 women have been murdered.

The tragical numbers have brought the subject to light and MEO, Portugal largest operator, could not miss being associated to the cause at Women’s Day and draw national attention to this matter

To alert society to the serious domestic violence issue, especially women, advising them not to wait any longer, to pick up the phone and ask for help.

The Saving Ring

The waiting ring that appeals to domestic violence victims to stop waiting.

To use the mobile phone’s Waiting Ring to raise awareness among women who are victims of domestic violence to stop waiting so long. For that we have invited 2 ex-victims of domestic violence to record Waiting Rings with their courage testimonials inspiring other women not to wait so long and to reach out for help.

By appealing to the Waiting ring download each one of us (men and women) carried a courage and hope message.

The whole society, women who are or that may become domestic violence victims.

For a whole campaign month to download the waiting ring for free and to use it on mobile phones was a statement for thousands of men and women against domestic violence – a true Saving Ring of hope. For each download MEO donated €1 to the Portuguese association for support to the victim.

2 domestic violence ex-victims went to the studio and recorded waiting rings, hoping it would inspire other women to pick up the phone and cry out for help

The campaign was launched on the International Women’s Day, March, 8, and continued for one month

Thousands of waiting rings were downloaded and €1 for each reverted to APAV. In just 1 month a total of 363 calls were transferred from MEO client support line to APAV support line.

For the first time a mobile operator was part of the public debate in such a sensitive cause. We have witnessed more measures being taken in a short period of time than in the last 10 years.