Wings

Agency: Kyifornia

Exposition: Every year, over a million Ukrainians suffer from domestic violence. However, these are only approximate figures because many victims do not seek help — due to fear, shame, or other circumstances. The “Kryla" ("Wings") app aims to remove several barriers between victims and assistance through a hidden SOS button, but communication about it needs to be extremely cautious to prevent abusers from finding out. Solution: We created a promotional video the task of which was to gently tell every woman that there is a way out of the violence cycle. Pleasant pastel colors, no scary imagery, no duplication of messages with text or sign language, and most importantly — a mention that there is no need to call or perform other actions that could worsen the situation. To maintain confidentiality, we did not use the name or branding of the application.