Media > Use of Media
MINDSHARE, Istanbul / VODAFONE / 2015
Overview
Credits
ClientBriefOrObjective
Reported cases of violence against women have been rising dramatically on the last decade in Turkey. Vodafone developed an app called Kirmizi Isik (Red Light) that was disguised as a flashlight app, enabling women to inform up to three contacts and officials in the face of violence.
Shopping malls have been growing in numbers and they are the go to places to socialize. We decided to create a kiosk that visitors would use to find their way around the mall, and use it to show women a possible way out of violence.
Effectiveness
Over the course of a week;
541 people interacted with our kiosk.
356 of them were men.
185 women revealed the video 329 times.
Video playback was interrupted 138 times due to approaching men recognized by the system.
A total of 144 women completely watched the video.
Which means that 66% of the women made a second attempt to watch it.
Kirmizi Isik’s download numbers have been growing steadily at 500 on a daily average, totaling over 240,000 after the first year following release.
Execution
We shot a silent video showing a woman holding cardboard that conveyed our message, in the fashion that abuse victims shared on the web.
Partnering with Kanyon’s administration, one of the most popular malls in Istanbul, we loaded the unit various information images that are also used on other display units within the structure.
With the face recognition feature, our video was triggered in presence of women that were alone. Just to be viewed by them, hidden from gaze of men.
Strategy
Since the application was in-disguise, our communication had to match this secrecy and it’s real use kept only within women’s knowledge. Our strategy focused on creating confidential moments to reach women and women only.
Although shopping malls seem as the perfect spot to reach women, our message would be exposed to men as well on a traditional kiosk. We tackled this challenge by utilizing face recognition technology embedded on regular kiosk. With the added feature, unit was able to hide our secret message whenever men were around.
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