Digital Craft > Function

UNDERCOVER

OGILVY, Hong Kong / WOMEN HELPING WOMEN ASIA / 2024

Awards:

Shortlisted Spikes Asia
CampaignCampaign(opens in a new tab)
Demo Film
Presentation Image
Supporting Content

Overview

Credits

Overview

Background:

Can digital help fight domestic abuse – a real threat and the harsh reality for many - creating a safer space for women in the real world? In Hong Kong gender-based violence is widespread and often tolerated, because of a deeply rooted societal inequality between men and women. Abuse always strikes hard, unexpected. No matter which form of violence perpetrators use, without undeniable evidence it becomes hard to prove. Our mobiles are always there, a silent witness to every fight and struggle.

Leveraging the digital space to have an impact on the physical world, this app works to protect women in a simple manner and was designed to elicit a direct response: to collect legal proof. The first digital tool that makes it easier for victims to speak up and be heard while making it a lot harder for abusers to gaslight and change the narrative.

Please provide any cultural context that would help the jury understand any cultural, national or regional nuances applicable to this work e.g. local legislation, cultural norms, a national holiday or religious festival that may have a particular meaning.

In Hong Kong, local sayings like “寧教人打仔莫教人分妻 “abuse is more acceptable than a divorce”, are passed on from generation to generation, and part of the problem. This mindset is one that urgently needs to change. Anything we can do to help is essential. Because even if change is slow, it is vital. This app uses modern technology and digital design to craft a smart solution and help society with an age-old problem. It might not solve anything overnight, but even the smallest changes make a big difference overtime.

Describe the creative idea

The digital world is full of apps, but this is the first mobile app that uses AI to detect abuse by recognising the language often used in abusive situations, and helps victims collect legal proof. Studies show that certain verbal phrases accompany abuse and are often shouted by perpetrators in the lead-up to a physical attack. We defined these - in both Cantonese and Cantonese-accented English - and used these as trigger words for our app. When any of these words are heard at over 90 decibels, the level of shouting, the app is activated and covertly starts recording the entire incident that follows. If the AI determines the incident is escalating, an emergency alert is sent to a pre-determined trusted contact, allowing loved ones to intervene.

Describe the execution

Once the app has been activated, users can resume their normal activities. Our app's monitoring process lives entirely in the background and keeps an ear out for abusive trigger words. When any of our trigger words are heard at over 90 decibels, the app covertly starts recordings the entire incident that follows. No notifications will ever pop up on your Home Screen or Notification Centre. The app icon is designed to look generic and blend in with your other apps, to avoid raising suspicion. All recordings are automatically saved in a biometrically locked section of the app and are legally admissible in a local court of law making it an important step in the battle against gender-based violence.

The app has just been released and made free to download in Hong Kong, and through the personal networks of our partner organisations, it’s currently being further spread to women in need all over HK.

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