There is a great inequality between men and women throughout the world. And, in Argentina this has become an even greater problem as women suffer very high level of violence. During 2017, there was one femicide every day. Thus, the women of our country united under the cry “ni una menos” (not one less) demanding the government to take measures to protect them. Our campaign understood the problem and focused on the fact that women felt at risk to violence, when hiring home service workers, who were strangers. There are many women who have suffered abuse under this circumstance. Therefore, we decided to create a solution that would help women avoid the abuse, while also spreading awareness on a larger scale. It was clear that we needed to generate a communication campaign reflecting this issue so that everyone would become conscious and at the same time change our way of thinking.

Hiring home services is a frequent issue that women deal with every day – locksmith, electricians, etc. They are letting a stranger into their homes. Thus, they are exposed to harassment, abuse and even murder. To avoid this risk and to create awareness, we developed FEMPLEA, a free app to hire home services exclusively performed by women. FEMPLEA is the first labor source fighting against gender violence. If women feel at risk by hiring men, then they have the option hire women.

FEMPLEA is a free app that works as the first women labor source for women. Through this mobile platform we easily joined women who needed to hire home services and women who offered it. To guarantee the reliability of the app we created a Face Recognition and an ID verification system that only allows the entry of women. And through communication in social networks we reached our target and increased our data base.

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 main mass media both, in Argentina and the region. The most important newspapers shared the news and even reached international media like CNN which 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 realized that they felt at risk and an exposed to harassment when they hire a home service. So, we created a mobile solution to unite women, empowering them to fight against this issue. We developed FEMPLEA a mobile platform of women for women, where home services performed by women can be hired risk-free. Additionally, we encouraged the labor insertion of women in areas traditionally owned by men promoting their development. Thus, we created a space not only relevant for the target and through a communication campaign, we reflected 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.