Vodafone: Between us

Bediz Eker and Arif Emre Perçin

This case study describes how Vodafone, the only foreign brand in the Turkish GSM market, created a mobile application and an accompanying integrated campaign to address a serious social problem.

Vodafone: Between us

Bediz Eker and Arif Emre Perçin

Executive Summary

Violence against women is one of the major issues in Turkey.

Over the last decade, 5,813 women were murdered in Turkey. Just in 2014, 132,000 women were subject to domestic violence by their families.

No one was helping them when the act of violence was happening. Vodafone decided to do something about it, creating the "Red Alarm" application. An app, hidden as a smartphone flashlight, when downloaded, could alert for help without the offender knowing about it.

Vodafone needed to create a communication as secretive as the app itself...

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