Vodafone developed an innovative and inclusive solution to help women fend of sexual predators, at a fraction of the cost of traditional campaigns. Unscrupulous retailers in UP (W) were selling women’s numbers to sexual predators for less than a dollar. Vodafone enabled women to recharge their real numbers by using a fake number, by subscribing to the Vodafone Sakhi service. The service was propagated using women-only touchpoints and owned assets. Investing in empowering women, instead of simply showing support, helped Vodafone increase usage and ARPU amongst women subscribers. Today Vodafone Sakhi has over 1.6 MM subscribers in UP(W).