XELMY

Client: UrSafe
Product: App
Title: Stay At Home Safe
Media: Digital
Country: United States
Date Of Campaign: May 2020

Background: The mandatory confinement that arose due to Covid19 led millions of abused women to have to be locked up 24 hours a day up to date with their abuser. And worse, 99% of them could not ask for help because they were extremely controlled and / or scared.

Idea: We knew that the only hope was to reach the victims, without anyone else realizing that we were reaching the victims. That is why we created a 100% digital campaign with messages disguised as advice and recommendations about COVID19 on networks and portals frequented by women. Messages that combined and with the appropriate context reached only the victims and explained that with our voice recognition system, they could ask for help without anyone knowing that they were asking for help.

Results: Hundreds of thousands of women deciphered the hidden messages and downloaded the app to change their lives forever.