Hiring home services is a frequent issue that women deal with every day – locksmith, electricians, etc. Many women feel uncomfortable letting a strange man into their homes as they are exposing themselves to harassment and even danger. To avoid this risk and to create awareness, we developed FEMPLEA, a first of its kind, free app for women to hire home services exclusively performed by women.

FEMPLEA is the first free app that created a community connecting women in the home service industry to other women that want to hire them – providing a safer environment for both parties. We developed the brand from scratch, keeping safety and security as our main priority. To guarantee the reliability of the app, we created a Face Recognition and an ID verification system that only allows the entry of women. The app allows for easy search functionality, detailed profiles, and an e-commerce platform to hire and pay the female workers.

FEMPLEA became the NGO´s most successful campaign in its 20 years of life.

Over 98 MM of Free Impressions and 2MM earned media.

For the first time in 20 years “Fundación Mujeres en Igualdad” appeared in mass media both, in Argentina and the region. The most important newspapers shared the news and even reached international media as CNN who replicated the news and interviewed the Director of the NGO.

The amount of women who enrolled in trade courses increased by 65%, an annual record. These women will probably become future providers of FEMPLEA. Other NGOs, National Government officers, and even Companies contacted us to learn more about FEMPLEA, and how they could participate.

“Fundación Mujeres En Igualdad” has been asked to make presentations about this initiative in worldwide forums: Sweden, Canadian Embassy and the US.

We first decided to identify which were the issues that women suffer daily. We spotted that they feel at risk and exposed to harassment when they hire a home service. Then we developed a space to unite women empowering them to fight against this issue. FEMPLEA is the first mobile platform of women for women where home services performed by women can be hired risk-free. We therefore created a space not only relevant for the target, but it also works as a communication campaign that stated the risk that women suffer every day.

In Argentina gender violence is a very serious problem. During 2017 one femicide took place every day. Women are harassed in the streets, in social networks and even in their own homes. Fundación Mujeres en Igualdad (Women in Equality Foundation) is an NGO that fights against gender-based violence and discrimination by promoting female welfare and empowerment.