Partnership Against Domestic Violence: The Alexa Lifeline

It’s common for women in abusive relationships turn on loud music to hide the sounds of abuse from neighbors or children. From this insight, the Alexa Lifeline was born. Since Lifeline’s launch in Atlanta, we’ve sent over 20 texts for help. Unfortunately, even this small number reflects just how prevalent domestic abuse is…as every message is a cry for help in a desperate, potentially deadly situation. In terms of media response and effectiveness of targeting, we’ve achieved exactly what we aimed for – no shares by influencers and zero coverage in the news and social media. Keeping Lifeline a secret that’s only known by our target audience.

Awards: D&AD Yellow Pencil - Creative Use of Technology // D&AD Shortlist - Service Design // One Show Shortlist - Innovation in Radio & Audio // Cannes Shortlist 2018 - Sustainable Development Goals // LIA 2018 Finalist - Digital // LIA 2018 Silver Trophy - Radio & Audio // New York - Merit // Webby Award Winner - Apps, mobile, voice // Amy Winner - Social Good