Spikes Asia

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OGILVY, Hong Kong / WOMEN HELPING WOMEN ASIA / 2024

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Overview

Background

Can digital design help fight domestic violence? In Hong Kong gender-based violence is widespread and often tolerated. Due to a deeply rooted societal inequality between men and women, and a lack of evidence, victims often stay quiet. Using specially tailored digital design, this app helps victims collect hard evidence of the abuse. Through digital design, we’re making it harder for abusers to gaslight them and change the narrative, but also helping victims build a case for legal proceedings as these recordings can be used as evidence in a court of law.

Idea

The digital world is full of apps, but this is the first mobile app that uses AI to detect abuse by recognising the language often used in abusive situations, and helps victims collect legal proof. Studies show that certain verbal phrases accompany abuse and are often shouted by perpetrators in the lead-up to a physical attack. We defined these - in both Cantonese and Cantonese-accented English - and used these as trigger words for our app. When any of these words are heard at over 90 decibels, the level of shouting, the app is activated and covertly starts recording the entire incident that follows. If the AI determines the incident is escalating, an emergency alert is sent to a pre-determined trusted contact, allowing loved ones to intervene.

Strategy

The app was designed to elicit a direct response: collecting legal proof. Using AI, we turned technology into a simple and direct tool to battle gender-based violence. Once the app is activated, our app’s monitoring process lives entirely in the background allowing users to resume normal activities online or offline, while the app will continue to keep an ear out for abusive language. When any trigger words are detected at over 90 decibels - the level of shouting - the app covertly starts recording the entire incident that follows.

All recordings are automatically saved in a biometrically locked section and are legally admissible in a local court of law, making it an important step in the battle against gender-based violence. The app icon is designed to look generic and blend in to avoid raising suspicion, while no notifications will ever pop up on the home screen or notification centre.

Execution

Once the app has been activated, users can resume their normal activities. Our app's monitoring process lives entirely in the background and keeps an ear out for abusive trigger words. When any of our trigger words are heard at over 90 decibels, the app covertly starts recordings the entire incident that follows. No notifications will ever pop up on your Home Screen or Notification Centre. The app icon is designed to look generic and blend in with your other apps, to avoid raising suspicion. All recordings are automatically saved in a biometrically locked section of the app and are legally admissible in a local court of law making it an important step in the battle against gender-based violence.

The app has just been released and made free to download in Hong Kong, and through the personal networks of our partner organisations, it’s currently being further spread to women in need all over HK.

Outcome

It’s important to note that lawyers have confirmed that these recordings are legally admissible in a local court of law, which hopefully will lead to an uptick in 1) victims speaking up 2) more convictions.

The app has been developed with Women Helping Women Asia and through the personal networks of 6 partner organisations, who are working on the frontline to battle gender-based violence, it’s currently being further spread all over HK, reaching those in real need. It’s still early stages but we’re trying to reach as many women as we can. A slow process, one that doesn’t happen overnight but quietly, through word-of-mouth and secret WhatsApp groups. So far, responses from our partners have been overwhelmingly positive. It’s been designed specifically for the Hong Kong market with AI trained to pick up Cantonese and Cantonese-accented English only, but we are planning to quickly expand to help more women.

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OGILVY, Hong kong

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2023, WOMEN HELPING WOMEN ASIA

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