Every year in Ukraine about 1.1 million people suffer from domestic violence. 90% of them are women. Only a third of affected women seek help. During a full-scale war, tension, stress, or trauma can cause violence even in families where it did not exist before. UNFPA Ukraine has created an application for women that looks like a menstrual calendar but has a hidden function that calls the police in 2 clicks in the event of violence.

Goal:
It is crucial that every woman knows about the app, and it’s equally important that no man finds out about it, so as not to catch the eye of offenders. In this case, the only possible option is hidden communication.

Creative [non]solutions:
– do not disclose the name of the app and logo
– do not provide direct links to the App Store and Google Play
– do not talk openly about functionality

Communicate in a way that only women can understand.