Fundación Para Estudio E Investigación de La Mujer (FEIM): Case study

Credits & Description:

Media: Interactive
Category: Public interest
URL: http://www.femplea.com/
Brand FUNDACION MUJERES EN IGUALDAD
WUNDERMAN CATO JOHNSON Buenos Aires, Argentina Entrant Company
WUNDERMAN CATO JOHNSON Buenos Aires, Argentina Idea Creation
WUNDERMAN CATO JOHNSON Buenos Aires, Argentina Production
Sebastian Tarazaga Wunderman BA Executive Creative Director
Dany Minaker Wunderman BA Executive Creative Director
Victoria Cole Wunderman BA Managing Director
Ignacio Rozental Wunderman BA Creative Director
Emmanuel Nogueira Wunderman BA Creative Director
Fernando Rossini Wunderman BA Head of Art
Isabella Perrotat Menconi Wunderman BA Art Director
Jonathan Mogollon Wunderman BA Art Team
Andres Borja Wunderman BA Art Team
Francisco Facal Wunderman BA Technology Director
Diego Miola Wunderman BA Technology Manager
Santiago Rulfi Wunderman BA Tech Lead
Gaston Schattenhofer Wunderman BA Mobile Developer
Giannina Calcagno Wunderman BA Mobile Developer
Pablo Mendoza Wunderman BA Web Developer
Barbara Laffue Wunderman BA Project Manager
Laura Romero Wunderman BA Project Manager
Alejo Romano Wunderman BA UX Lead
Constanza Pascual Wunderman BA QA
Florencia Pelizza Wunderman BA QA
Laura Martinez Wunderman BA Production Manager
Eliana Kaplan Wunderman BA General Account Director
Carolina Graziano Wunderman BA Account Director
Leonardo Ferrari Wunderman BA Account Executive
Daniela Tucci Wunderman BA Head of PR
Andrea Camacci Wunderman BA Social Media Manager
Monique Thieteux Altschul Fundacion Mujeres en Igualdad Client Representatives
Silvia Ferraro Fundacion Mujeres en Igualdad Client Representatives
Rebolucion Rebolucion / MyM Production Company
MyM Rebolucion / MyM Production Company
MYM MYM Postproduction Company
Violeta Music Violeta Music Music Band
Martin Oshiro Wunderman BA Photographer
Synopsis
In Argentina gender violence is a very serious problem. During 2017 one femicide took place every day. Women are harassed in the streets, in social networks and even in their own homes. Fundación Mujeres en Igualdad (Women in Equality Foundation) is an NGO that fights against gender-based violence and discrimination by promoting female welfare and empowerment.
Strategy
We first decided to identify which were the issues that women suffer daily. We spotted that they feel at risk and exposed to harassment when they hire a home service. So, we created a mobile solution to unite women empowering them to fight against this issue. FEMPLEA is a mobile platform of women for women where home services performed by women can be hired risk-free. We therefore created a space not only relevant for the target, but it also works as a mobile communication that stated the risk that women suffer every day.
Relevancy
FEMPLEA is an app that was developed from scratch to fight daily violence against women. By using it, women have a safe space where they could hire home services without feeling expose to violence, harassment or abuse.
Outcome
FEMPLEA became the NGO´s most successful campaign in its 20 years of life.
Over 98 MM of Free Impressions and 2MM earned media.
For the first time in 20 years “Fundación Mujeres en Igualdad” appeared in mass media both, in Argentina and the region. The most important newspapers shared the news and even reached international media like CNN which replicated the news and interviewed the Director of the NGO.
The amount of women who enrolled in trade courses increased by 65%, an annual record. These women will probably become future providers of FEMPLEA. Other NGOs, National Government officers, and even Companies contacted us to learn more about FEMPLEA, and how they could participate.
“Fundación Mujeres En Igualdad” has been asked to make presentations about this initiative in worldwide forums: Sweden, Canadian Embassy and the US.
Execution
FEMPLEA is the first free app that connects women in the home service industry to other women that want to hire them – providing a safer environment for both parties. We developed the brand from scratch, keeping safety and security as our main priority. To guarantee the reliability of the app, we created a Face Recognition and an ID verification system that only allows the entry of women. From the app’s design we decided to show in a direct and concrete way the union of women. Content-wise, the app allows for easy search functionality, detailed profiles, and an e-commerce platform to hire the female workers.
Campaign Description
Hiring home services is a frequent issue that women deal with every day – locksmith, electricians, etc. Many women feel uncomfortable letting a strange man into their homes as they are exposing themselves to harassment and even danger. To avoid this risk and to create awareness, we developed FEMPLEA, a first of its kind, free app for women to hire home services exclusively performed by women.