Vodafone's "Red Light Application/Between Us" initiative from WPP's Y&R Istanbul, with support from Mindshare in the region, has won the Media Grand Prix at Cannes. Read more about the jury's deliberations over at AdAge.com.

Original story:

A whopping fifty percent of Turkish women are subject to domestic violence, according to Istanbul shop Y&R Team Red. So along with client Vodafone Turkey, the agency sought to make the world a safer place for women with the innovative "Red Light" mobile app, which allows them to send a call for help to three contacts with a simple shake of their phones.

But the simplicity of the app wasn't the only cool thing about it. The agency knew that in order for it to be effective, its existence had to be hidden from abusers.

So to promote the app to those who need it, the agency introduced it through women-targeted content such as a beauty tutorial from a "famous" blogger. Word also went out through other female "channels" such as lingerie garment labels and waxing strips.

According to the agency, the app was downloaded 6,991 and actived 3,591 times.

Others have also disguised their anti-domestic violence efforts within beauty videos, such as this jarring film from 2012 starring blogger Lauren Luke.