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New Blood Entry — giffgaff Guardian

Award: Yellow Pencil

giffgaff / 2022

Every woman has at some point felt unsafe on their way home after dark. This is a rising problem, especially in the UK.

When faced with the task of helping giffgaff give back to the community, we created the giffgaff guardian.

A conversational AI designed to keep women safe, while walking home. Call the giffgaff guardian and get connected right away.

By displaying the number on strategically placed out-of-home media near pubs clubs, and stations, we’ll make sure to be present where it’s needed the most.

The AI explains important safety tips, suggests safer routes, and asks questions along the way. If the situation gets serious, the AI can call the police.

Get home safe with giffgaff guardian.

What did the judges have to say?

"Sometimes an idea is so simple and powerful that you wonder why it has not been made yet. This idea is just that.”

Joyce Kremer, Senior Art Director, Ogilvy London

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