Vodafone: Red Light

Vodafone, a telecommunications brand, supported women in Turkey suffering from domestic violence during the COVID-19 pandemic by launching an app they could turn to for support, help and advice.

Campaign details

Brand: Vodafone Agency: Carat Region: EMEA

Strategy

Objective

Before Covid-19, there was another epidemic that lived with us globally: domestic violence – which affected 37% of people across the world, 42% of people in Turkey. Domestic violence has increased worldwide during the pandemic. The UN has described t

All of the digital communications we performed were mobile-oriented, and we guided people to the Red Light application in our communications. Communication in Faladdin came to the fore by only taking place via the mobile application. Content communication on the 'girls asking' platforms received interaction mostly on mobile devices. With the improvements in our application, the audio screen reader feature for visually impaired individuals and the Arabic language option for refugee women have been added to our Red Light app. The app was also developed with informative texts explaining what can be done against violence. Accessibility options have been added under the name of Voice Over on phones running on iOS platform and Talk Back on Android devices. Through this add-on, the item selected by touch can be read and audio feedback can be provided to visually impaired women.

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