| Design for Good | ||||
| Client | EVEREADY INDUSTRIES INDIA LTD. | |||
| Brand | EVEREADY TORCH | |||
| Agency | Rediffusion Dentsu Young & Rubicam Pvt. Ltd | |||
| Brief | Due to the poor access to toilets, 68% of women in rural India have to go out in the open to relieve themselves. Shame forces them go out in the dark. Around 70% of them fall victims to sexual assaults. This grave issue had to be addressed, and leveraging our position in the market, as leading manufacturers of batteries and lighting solutions, we decided to do something about it. | |||
| Impact |
The activity made a difference to the lives of 56000 people directly, considering each household has an average 7 members. Apart from that the presence of the torch raised the awareness in the administration. The activity brought a lot of goodwill for Eveready as a brand among the TG and brought us sales in the form of batteries that power the torch, after the initial set were exhausted. | |||
| Solution |
We created a regular torch turned into a powerful weapon by adding one feature a high decibel, distress alarm. A conveniently placed button on the torch triggers an alarm with a 130 dB, continuous scream that can be heard over 1sq.km, in the silent night, in under-developed rural India. The alarm works on the same batteries that power the torch thus making the product economical and easy to use. | |||
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