With the overwhelming incidents of women harassment and rape, the need for a rescue app was imminent. With MARD, the rescue app would enable people to feel a little safer through a touch of a button. |
With the need for a rescue app, given the societal circumstance the marketing objectives that followed were to develop a simple mobile application that would focus on informing, sending alerts and capturing information. |
The application focused on simplicity when it came to the user interface and interaction, while simultaneously triggering a series of processes from the back end. |
MARD as an initiative stands for inculcating a society where women are respected and so this campaign aligned with the brand perfectly.
Users will download and install the app and enter a series of 5 people who they will enlist as their emergency contacts.
Inform: As soon as the SOS button is tapped, the app automatically sends out a message to the top 5 emergency contacts. The message will also include the victim’s geo-location, which will be captured at the time of pressing the button.
Alert: The tap simultaneously triggers the app to send out an alert to other app subscribers within a 1 km radius of the victim, informing them of the victims whereabouts.
Collect Evidence: Once the emergency messages and the alert is triggered, the app starts recording the situation – audio recording can last up to 15 minutes and can be later used as evidence.