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Australian women suffer random sexual assaults at twice the rate of women worldwide. This is just not good enough. Women should always feel safe, no matter their age, location or profession. Instead of accepting this fear, we’ve challenged it by creating a personal security Apple Watch app.

fearless mobile

The Problem

Statistics show that 93 per cent of Australian women have changed their behaviour to ensure safety, 61 per cent avoid walking home at night, and 45 cent avoid exercising after dark.

Fearless Image1

The Solution

In a tech obsessed society, we needed to create something that was simple, quick and most importantly discreet.

Designed to empower women, Fearless is a personal security app. It’s like an invisible security guard that’s simply activated with a double tap.

Fearless Image2

Our Approach

Fearless is a free Apple Watch and iPhone app, that when in standby mode, can send a touch activated distress signal. It works in conjunction with the user’s iPhone, which records sound and sends their GPS location via SMS to an emergency contact, who’s prompted to call back or seek third-party help.

Fearless watch

Customer Reaction

After deciphering old and new data, we identified that small businesses have a scarcity of time and some significant knowledge gaps. To service this need we created Smarter - a content marketing platform that tracks user behaviour across an ecosystem of online and offline assets including search, dotcom, email, mail and magazine. 

Project Outcomes




Branding, Mobile App, Website Design & Development

Fearless was born in one of our Alchemy sessions – workshops where talent from different departments collaborate to solve problems with a creative tech-based solution. Some alarming statistics about women’s safety and the global release of the Apple Watch were the catalyst for Fearless.

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