Fundación Mujeres en Igualdad: Femplea

Fundación Mujeres en Igualdad, the Women in Equality Foundation, helped women feel safer when hiring home services in Argentina by launching a mobile app that offered women home services exclusively performed by women.

Campaign details

Brand: Fundación Mujeres en IgualdadLead Agency: Wunderman BARegion: LATAM

Strategy

Objective

Hiring home services is a frequent issue that women deal with every day – locksmith, electricians, etc. Many women feel uncomfortable letting a strange man into their homes as they are exposing themselves to harassment and even danger. To avoid this risk and to create awareness, we developed FEMPLEA, a first of its kind, free app for women to hire home services exclusively performed by women.

Target Audience

Women were our main target, because they are the ones suffering gender violence. We...

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