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Category
CSR - Integrated Branding / Integrated Branding
Annual ID
CP16015G
About the Work
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. The objective of the brief was to continue creating awareness among women who are exposed to violence and informing them about Red Light Application to download it. 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 built our strategy on hiding our messages in places and videos where only women would look.
2016 Awards
Total Points: 25
Gold Pencil
Credits
Agency
Y&R Team Red / Istanbul
Art Director
Mustafa Ozmal
Creative Director
Erkan Kaya
Ilker Dagli
Director
Deniz Atalay
Ipek Kardesler
Executive Creative Director
Ayse Aydin
Writer
Ugur Sonmez
Can Arabacilar
Agency Producer
Huseyin Bilir
Content Strategist
Arif Emre Percin
Bediz Eker
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