Gender-based violence in Canada is systemic, yet much of the risk women face is hidden in everyday habits like changing routes or wearing one earbud to stay alert. Research showed 9 in 10 women take precautions in public spaces, while many men were unaware of this constant vigilance. The Canadian Women’s Foundation needed to break through a cluttered cause landscape, surface this “invisible” burden in a striking way, and convert attention into awareness, conversation, and donations

We created AwarePod, “the world’s first earbud designed for women,” as a parody tech product and visual metaphor for constant vigilance. Launched like a sleek Apple-style release, the campaign used a microsite, chilling audio, influencer content, PR, and national OOH to reveal the truth behind the product. Awarepod.com educated visitors on gender-based violence, shared stories and stats, and directed people to donate, share their own experiences, and access support, turning a faux gadget into a catalyst for real dialogue and change.