Winning a D&AD yellow pencil for digital design, The Alexa Lifeline is a life changing way for women to text for help during domestic violence situations by simply turning on their smart speaker.

We took the United States number one voice activated assistant, Amazon Alexa, and created a generic music player with Lifeline’s functionality hidden inside. When activated, a song plays, and a secret custom text is sent to a designated friend.

Through the power of this digital assistant, we gave women a discreet way to contact the outside world for help by simply playing music.

This allowed their chosen lifeline a chance to respond quickly and save them from a potentially life threatening situation.

D&AD Yellow Pencil | Cannes Lion  | LIA Silver | Webby Award | One Show Merit