AudioProtect

1. Film & Branded Content Kancils [1.2b Film (Online): Campaign]

Links:

https://www.youtube.com/playlist?list=PLnlsoKq9KL0GMrAE-YYaXVSZ5I4N0P7QF

Product/Service:

Ride-hailing

Client:

Grab

Brief:

Women's safety in mobility is enshrined at Grab, and with various safety measures in place, 99.99% of Grab rides are reported to have zero incidents. However, in the 0.01% of incidents, the highly contentious he-said-she-said scenarios still happen. And it could happen to either women passengers or women drivers. Traditional PSAs wouldn't cut it, and neither would overly restrictive regulations.

Solution:

We developed AudioProtect, a safety recording function embedded in both the Passenger and Driver apps, designed to serve 2 purposes: 1) encrypted audio recordings of on-goings in a Grab ride to aid investigations, but more importantly; 2) act as a deterrent, because years of psychological research proved that human beings tend to be on better behaviour when they know/think someone's watching them. To encourage passengers to voluntarily turn on AudioProtect while not over-indexing on daunting harassment cases, we focussed on communicating the universal truth that 'people behave better when a third party's around watching them'.

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