Last year, we posted a few items about brands aiming to make women in India feel more secure in the face of harassment and violence (for example, the telecom MTS India launched a plan that permits women to make calls despite a negative balance). Now an innovative new product from JWT Singapore in support of the Association of Women for Action and Research (AWARE) addresses the issue of women’s safety with a wearable device, the Guardian Angel.
The chic $120 pendant can be worn as a necklace or bracelet and works in conjunction with a smartphone app. It has two uses: Clicking a button on the device during an uncomfortable situation triggers a call to the wearer’s phone, and in more precarious situations, pressing the button for three seconds sends an emergency text that includes details on the sender’s location to a designated contact. Ten percent of each sale goes to AWARE. The Guardian Angel points to the potential of wearables in the area of personal safety and the creative ways that brands can use new technologies to help alleviate consumer fears.
Photo Credit: Guardian Angel