MOBILE/OOH: Assaulted Women's Helpline
The Assaulted Women’s Helpline is a confidential service in Toronto that often has trouble reaching its target: women experiencing abuse. The challenge: 1. Getting their essential, but hard-to-memorize number (1-866-863-0511) on women’s phones directly and discreetly. 2. Making sure the abuser doesn't find out since research showed the abuse becomes worse if women are discovered trying to get help. The solution: Getting the number to women’s phones directly - by hiding in plain sight. AWARDS/RECOGNITION: Webby Awards - Official Honouree