Publicis Toronto Launches an App to Enhance Women’s Safety with Scripted Conversations

Feeling safe in public is a gendered issue, with a significant number of women experiencing fear and vulnerability. According to a 2019 study by Statistics Canada, a staggering 92% of women take conscious precautions to stay safe in public, while only 23% feel safe when alone at night.

Because of this pervasive anxiety, women consistently need to adapt their behaviour—changing their itineraries, leaving work early to avoid walking in the dark, and modifying their appearance to avoid unwanted attention. These precautions take a toll on women, impacting their potential, performance, and access to professional opportunities.

In response, Publicis Toronto, alongside partner agencies Hawkeye, Nurun, and ThePub within the Publicis Groupe Canada network, launches 'Calls on Call', empowering women by providing a digital tool to help them navigate and reclaim their safety in various public settings.

The 'Calls on Call' app and website offer five audio scripts catered to different scenarios where women might feel unsafe—during an uncomfortable commute, a taxi or rideshare journey, or simply walking alone. In addition to these scripts, the app features three critical functions: sharing the user’s location with up to three emergency contacts, direct access to emergency services, and an easy-to-navigate user interface.

“While 'Calls on Call' is not a guarantee of absolute safety, it serves as a vital digital tool to help women feel safer in their daily lives. This initiative is a significant step toward providing a tangible safety tool for women to thrive”, explained Mary Chambers, chief strategy officer, Publicis Toronto. “Our commitment is to enhance this tool continuously, working closely with partners and leveraging our team's expertise to expand and refine the support we offer, step by step, with each update.”

Inspired by the creative use of social media platforms like TikTok, where individuals have offered self-made safety calls, Publicis Toronto harnessed its technological capabilities to elevate these concepts. ‘Calls on Call’ offers a structured and reliable solution, transforming the ingenuity of social media into a comprehensive and widely accessible platform.

Currently available in English and accessible across Canada, 'Calls on Call' is a free service with ambitious plans for future expansion. These include introducing French-language scripts and integrating generative AI for real-time phone and text interactions, enriching user engagement and support with every new iteration of the app.

For additional details, please visit CallsonCall.ca.