Alexa Lifeline

Our brief was to give women a way to call for help during an escalating situation. 70% of these women will never contact the police, and usually have no way to use a phone to call a friend or family member for help during an escalating situation without further angering the abuser. We created The Alexa Lifeline – a chance for women to discreetly text for help by simply turning on music, a behaviour that already existed. Ultimately this turned an everyday personal assistant that's already within millions of homes into a potentially life saving device.