In March 2014, Vodafone has launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. However, after a year the app started to became known amongst men. So, we had to change our misdirection. We changed the name and icon of “Red Light” app. And in order to avoid men to be exposed to the new communications, we once again hid our messages in places and videos where only women would look.

We used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it. Also we promoted the blogger girl in our videos on TV advertorials secretly.

Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special garment labels for lingerie and bikinis.

We used all mediums to reach target audience. We prepared women specific videos and embedded the app information in it.

At the beginning of the video, we see a woman giving a video tutorial about a fairly feminine topic – e.g. applying nail art.

But in the middle of the video the woman starts talking about this app and explains how the app works – secretly. After the secret introduction, she returns to her tutorial. Furthermore we produced special content that only women can reach. Such as wax strips which revealed our secret message when heated and special garment labels for lingerie and bikinis.

As of today over 254.000 women have downloaded the app. That’s 24% of all women with smartphones in Turkey, the app has been activated 103.122 times.

In Turkey, half of all women are subject to violence. This app helps during attacks. Vodafone's Red Light Application uses mobile technology to protect women with Shake & Warn, women who are subject to domestic violence can send a distress message and their location to 3 contacts, requesting assistance.