Josh coupled two powerful insights- women feeling unsafe during late-night cab rides & the habit of scrolling through social media feeds on those rides, to create a safety campaign that penetrated culture through content. We collaborated with creators on our platform to create a safety campaign that empowers women to take their safety into their hands. Our creators impersonated parents, relatives, friends, and other loved ones to create lifelike videos for women to engage with. They filmed videos skilfully to direct women to read out lines at the perfect time and to alert the drivers at the same time.

Situation:

Indian women do not feel safe in cabs, especially when they are returning home alone, late in the night. Sometimes, they call their loved ones, to keep them company during the ride but often refrain from calling, so as to not worry them.

Brief:

Josh wanted to use content as a device to make women feel safe. Double tapping on the habit of scrolling through feeds during cab rides, the plan was to add safety to the scroll.

Objectives:

With ‘Safe Swipe’, we wanted to ensure that all women could return home safely while doing what they usually do in cabs- scroll. The goal was to empower women to take their safety into their own hands without having to compromise on the life they want to lead.

Women in India do not feel safe in cabs when they return home late. There have been multiple incidents where drivers have misbehaved with women riders, initiating the fear. However, when it’s late, there is no other option, but to take cabs. So, women brave their fear and hop into cabs, hoping to reach home safely. While in the cab, they nervously scroll through their phones, avoiding any eye contact or conversation with the driver.

‘Safe Swipe’ collaborated with creators on their app and put up videos where they impersonated friends and family. The videos had creators speaking as mothers, fathers, friends, and even relatives in the police, to warn the drivers. All women had to do was pretend they were on a video call and read the lines on the screen.

The content in the videos were filmed to seem like real-life conversations over video calls, with a mom asking about her daughter’s ETA, a father directing her daughter to grab his glasses from the DCP’s home, a friend saying that everyone’s waiting at home, and more.

Josh’s ‘Safe Swipe’ combined the fact that women feel unsafe when travelling in cabs alone late in the night with the habit of scrolling on phones. The campaign was communicated in pubs, bars, restaurants, office space, housing societies, etc. to reach as many people as possible. We also used data-targeting to send push notifications to women leaving these areas, equipping them with the safety device they need.

Implementation- We collaborated with platform creators to create videos basis real-life conversations that take place over video calls, to make them sound as real as possible. Creators impersonated mothers, fathers, friends, and other relatives asking women about their whereabouts and ETA. Each of the videos had a thumbnail containing the situation they are best suited for. Moreover, we added lines in the videos for women to simply read out at the perfect moment. All videos were available on the app and women could find them by searching ‘Safe Swipe’.

Timeline- 6th March 2022- 6th April 2022

Placement- Josh App, Social media platforms like Instagram & Facebook, bars, restaurants, housing societies, etc.

Scale- 150+ videos with over 50 Million views.

Reach- 60+ Million women reached

Engagement- 22% more time spent on app

Impact- 45% women are taking cabs with 0 fear.

Change in behaviour- Safe Swipe empowered women to travel without fear.

Brand perception- Josh turned from just a short-video platform to a brand that drives change in society.

Achievement against objectives- 47.9K hours of playback