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THE GUARDIAN ANGEL

JWT SINGAPORE , Singapore / ASSOCIATION OF WOMEN FOR ACTION & RESEARCH / 2014

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Overview

Credits

Overview

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Nearly 1 in 5 women or nearly 22 million have been raped in their lifetimes based on US National study done. 80% raped before 25 and more than 90% knew their perpetrator.

When sexual assault comes from someone a girl knows and trusts, she’s taken aback and confused by what's happening to her.

In partnership with AWARE, we created The Guardian Angel, a simple intervention to help women disrupt the chain of events and call for help as soon as possible to prevent the assault from happening.

Worn as an accessible accessory, it is a device which allows women to trigger her mobile phone to ring during uncomfortable moments, so she may have an excuse to get out of. And if her perpetrator persists, she can send an SOS via SMS to a designated number such as her parents or best friend to notify them that she is in danger.

Effectiveness

As it has only been launched on 28 April 2014, we are unable to provide results in time but this is what the client has to say:

“AWARE believes in the rights of women to participate in social and public spaces free from harassment and violence,” says Corinna Lim, Executive Director at AWARE. “But especially in a workplace or social scenario, there can be social penalties for confronting harassers directly. The Guardian Angel can help to defuse some harassment situations. The emergency contact function also empowers women to more easily seek help in cases of serious threat.”

For updated results, please refer to the website: http://justwonderfulthings.com/aware/guardian

Implementation

Designed in the shape of the halo of an angel, it is an elegant accessory which can be worn as a necklace or bracelet so that it is always accessible to her during those crucial moments. The Guardian Angel is available online at www.the-guardianangel.com and also at selected retail shops in Singapore.

The Guardian Angel works in any country. It only requires a one-time set up via The Guardian Angel mobile app available at www.the-guardianangel.com. Once set up is complete, The Guardian Angel communicates with her mobile phone via low-energy long-range blue-tooth technology. SOS with Google Map location coordinates triggered by The Guardian Angel is delivered through regular SMS accessible by any mobile phone receivers.

The Guardian Angel is promoted through an effective PR strategy targeting mainstream and online journalists to help spread the word. AWARE Singapore actively promotes it on their website and social platforms to raise awareness.

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