Despite progress in women’s rights, true equality remains distant. Unfortunately, there are still many women around the world whose everydays are marked by violence, their voices are silenced, and their access to the outside world is limited. Trapped in an ignorant environment, these women risk becoming “invisible.” To help them, mobile operator Azercell teamed up with Endorphin for a campaign that is aimed at supporting women facing violence learn the hidden forms of abuse, how to protect themselves and their children, and discover the rights they are entitled to.
Because many of these women have limited or restricted access to the Internet, their chances of finding help are extremely low. Acknowledging this, the Azerbaijani company implemented the #OflaynQadınlar (“Offline Women” in English), a platform that grants them access to essential information and access to 24/7 support services, even though the users have no internet or any funds in their balance.
Released to coincide with International Day for the Elimination of Violence Against Women, also known as “Orange Day,” observed on November 25, the campaign was implemented with the support of Ümidli Gələcək (“Hopeful Future”) Public Association. Together, the partners aim to raise awareness about this global phenomenon and offer assistance to women affected by violence.
Most women who live in such difficult conditions are not properly informed about the existing resources they can turn to for help. The platform addresses this gap with valuable information and guides them on the steps they need to take in case any form of violence happens. It includes educational tools such as the “Recognize Abuse” test, video materials, and details about the institutions that can help.
Designed with anonymity and safety, the website ensures secure access to every user. In addition to the digital portal, women can also contact the “Women’s Support Line” by dialing 116111. The service is available non-stop and is managed by Ümidli Gələcək. Operating for three years, the service has helped more than 11,000 women to date. Calls to the short number are free of charge for Azercell subscribers.
“The project opens a safe digital doorway for women who are isolated, offline, or prevented from accessing the internet. Using zero-rating, the website becomes accessible without data, allowing vulnerable women facing violence to get information and immediate support. The campaign visualizes this “opened doorway” as a lifeline for those who suffer in silence,” the brand explains.
The initiative is complemented by a three-and-a-half-minute-long video, which follows an Azerbaijani woman constantly ignored, shouted at, and deprived of any kind of respect. She silently carries this ignorance with her daily, until one night, when a notification on her mobile informs her that there is hope. Through Azercell’s “Offline Women” platform, she learns that help is possible even offline and that it can guide her in her journey to recovery.
CREDITS
Brand: Azercell
Agency: Endorphin
