A self-defense umbrella that carried easily comprehensible pictorial references of self-defense techniques. We distributed these Umbrellas to more than 450 women in a rural town of Uttar Pradesh, India.

Hundreds of men from small towns of India move to bigger cities to earn a livelihood. They often worry about the safety of the wives back home. To ease their worry and to make the women feel safer, we created a self-defense umbrella that carried easily comprehensible pictorial references of self-defense techniques. We distributed these Umbrellas to more than 450 women in a rural town of Uttar Pradesh, India.

50 agents at shops in Jaunpur and Azamgarh distributed Umbrellas to these women over 45 days.

We received international media coverage from renown publications such as Business Line, The Daily Eye, CLIO Awards, Trendhunter, Taxi, Schoop Whoop among many others.

The Self-Defense Umbrella is relevant to this particular category since it was promotional activity wherein the umbrellas were given to 450 women in a rural town of Uttar Pradesh.

When these women came to collect money from the neighborhood shop, they also received the Self-Defense Umbrella - an umbrella with pictorial references of self-defense techniques.The money and the umbrella both sent by their husbands who lived away in bigger towns and worried about the safety of their wives.

The Self-Defense Umbrella was created to ease the worry of such husbands and to make the women feel a lot safer.

Vodafone M-pesa is a money transfer service. In a situation where hundreds of men from small towns of India move to bigger cities to earn a livelihood, this service becomes a convenient mode of money transfer. The money that these men earn is easily transferred back home. But what they often worry about, is the safety of the wives. To ease their worry and to make the women feel safer, we created a self-defense umbrella that carried easily comprehensible pictorial references of self-defense techniques.

Hundreds of men from small towns of India move to bigger cities to earn a livelihood. They often worry about the safety of the wives back home.

Vodafone M-Pesa intended to reach out to and create awareness amongst its TG - women in rural markets through an initiative that is relevant to their needs of safety and self-defense.