Campaign details

Brand: Fundación Mujeres en Igualdad
Lead Agency: Wunderman BA
Region: 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 wanted to create a campaign that spoke directly to them, that's why we decided to develop an app by and for women only.

Creative Strategy

We first decided to identify which were the issues that women suffer daily. We spotted that they feel they are at risk exposed to harassment when they hire a home service. Therefore, we generated a space to unite women and together fight this issue. We understood that developing a community in which they would feel was the best solution. FEMPLEA is the first platform of women for women where home services performed by women can be hired risk-free. We therefore created a space not only relevant for the target but it also works as a communication campaign that stated the risk that women suffer every day.

Context