ONE Asia Creative Awards

ONE Asia Creative Awards celebrates the best creative work of the year from the Asia Pacific region. Formerly known as the One Show Greater China Awards, which was founded in 2014 by The One Club for Creativity, the awards were established because of the tremendous growth and evolution of creativity in the Asia Pacific market. It presents an unparalleled level of prestige and honor for creatives, designers and innovators in the region. The awards are a fusion of culture where East meets West that brings the creativity of the region to the global stage.

2023 ONE Asia - Design

Undercover

Agency Ogilvy / Hong Kong

Client Women Helping Women Asia

Category

UI / UX Design

Annual ID

OA23_DE002G

Description

In Hong Kong gender-based violence is considered a family aff air and often goes unreported. It’s widespread and often tolerated, because of a deeply rooted societal inequality between men and women. This is the first mobile app that uses AI to detect abuse by recognising the language used in abusive situations. Studies show that certain verbal phrases accompany abuse and are often shouted by perpetrators in the lead-up to a physical attack. So, we trained our AI to recognise these key phrases in a variety of Cantonese dialects and English with a Cantonese accent. When heard, the app immediately but secretly records the entire incident that follows, helping victims create an accurate timetable of the abuse. If the AI determines the incident is escalating, an emergency alert is sent to a pre-determined trusted contact, allowing loved ones to intervene. This app helps victims speak up about the abuse, fight gaslighting and can be used as a legal base for convictions, driving real change. It might be designed to look generic, but for women in Hong Kong it’s an important step in the battle against gender-based abuse and equal rights.

2023 Awards

Total Points: 30

Gold Award

Credits

Agency

Ogilvy / Hong Kong

Chief Creative Officer

John Davenport
Reed Collins

Editor

Henry Gaunt

Associate Creative Director

Liza Geysens

Project Manager

DangKhoa Do

Senior Art Director

Ella Wong

Senior Copywriter

Kerwin Choy

Digital Production

Verticurl / Ho Chi Minh City

Head of Tech Solutions

James Wong

Mobile Developer

TrungTin Dang

Principal Developer

NhatDuy Tran

Rich Media Specialist

VuHai Tu

Senior QA

HoanLac Chau

Senior Technical Manager

VanHung Dang

Solutions Architect

Dung Le

UI Designer

HanhQuynh Vo

VP, Operations, Digital Production

Jenny Cho

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