However, after a year the app started to became known amongst men. So, we had to change our misdirection.

We prepared women specific video and embedded the app information in it.

At the beginning of the video, we see a woman (actress pretending to be famous blogger) 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 developed special content that only women can reach on IVR system, which the application info was given just to women with Vodafone’s voice signature system.

As of today over 290.000 women have downloaded the app. The app has been activated over 110.000 times.

We changed the name and icon of “Red Light” app. Iin order to avoid men to be exposed to the new communications we built our strategy on secrecy.

In March 2014, Vodafone launched “Red Light” application; which disguised as a flashlight app, allowed women to call for help during domestic violence just by shaking their smartphones. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about app to download it.