Domestic violence cases peaked during the pandemic as most victims were trapped with abusive partners. One of the hardest things to do in such situations is to get help without hinting at the abuser, as any indication of the victim getting help or looking for opportunities to escape will lead to more violence.

What if smart speakers like Google Home can help rescue victims of domestic abuse? Google partners with BWSS (Battered Women Support Service) to create custom safe word commands for all smart speakers. The assistant will be triggered as soon as the safe word is used and will alert the BWSS hotline for help. For the legitimacy of each alert, it will also record the live conversation from the moment the safe word is used.

This is SPEC WORK and has not been commissioned by the brand. It has recently won a Silver Cube at Young Ones ADC and was also shortlisted for ANDY Awards.

Credits
Advertised brand: Google
Advertising Agency: Miami Ad School, Toronto, Canada
Creative Director: Zachary Bautista
Art Director: Divya Jain
Copywriter: Sweekriti Chand
Tags: Google Safe Home, Interactive, Craft in Online, Mobile