UN Women - "Echo of help"

Grey Germany GmbH

Grey Germany GmbH Düsseldorf, Germany

2532

This ad is part of the ACT Responsible Collection

Brand: UN Women
Country: Germany

Advertiser: United Nations Women

Title	Echo of help
Agency	Grey Germany GmbH
Campaign	Echo of help
Advertiser	United Nations Women
Brand	UN Women
Posted	March 2019
Business Sector	Anti-Domestic Violence, Sexual Abuse
Story	Domestic violence happens behind closed doors. Behind thick walls. Beyond the public. Most victims are women who are trapped in their own homes. Nobody can hear them and call for help. But Amazon could change that – with its ever-listening voice assistant Echo. Yet, Echo only reacts to certain wake words and is not able to make an emergency call on command. Not mentioning a silent one to avoid further violence.
Problem	One of the biggest threats women face today lives under their own roof: Almost 109,000 women were victims of domestic violence in Germany at the last census. 146 died. That’s one woman every three days. When their home becomes a dangerous trap, nobody listens. Except for voice assistants like Amazon Echo featuring Alexa. But for some reason Echo is not able to make an emergency call on command. Not mentioning a silent one to avoid further violence. UN Women Germany wanted to change that.
Result	Our Idea: Echo of Help – the first voice assistant that reacts to domestic violence. The device responds invisibly to a custom code word and sends an individual silent alert to predefined contacts. However, Echo of Help is just a prototype. A proof of how useful its extension is. And above all, an appeal to Amazon to implement the features into its own products to fight against domestic violence.
Media Type	Television & Cinema
Length	110 seconds
More Information	https://www.lovethework.com/entries/508767
Post Production	Hogarth Worldwide
Chief Creative Officer	Fabian Kirner
Digital Creative Director	Marco Littges
Copywriter	Peer Hepp
Digital Art Director	Alper Yazar
Art Director	Kaj Gebhardt
Digital Art Director	Johannes Peltzer
Technical Director	Martin Steinorth
Digital Art Director	Alexander Bertschat
Project Manager	Jonas Rau
Production Company Producer	Thorsten Vogel
Sound Designer	Boris Goltz
Voice	Melissa Loney