London Councils launches new personal safety app for women in time for the festive party season

Dec. 21, 2016

London Councils has launched Circle, a personal safety app enabling people to stay connected to friends and family if they find themselves in a difficult or vulnerable situation.

The app, which targets women aged 18-30 in London, was created in consultation with a group of women’s charities.

Circle makes it easy to stay safe and connected to your nearest and dearest when out socialising in and around the city. You simply tap to check-in with friends, letting them know you’re okay or if you need help.

The name, branding, creative assets and supporting campaign for the app were created by Things Unlimited, the social agency of TMW Unlimited.

The campaign stars YouTube vlogger Hannah Witton and features online videos showing young people doing their everyday things and socialising in London - out for dinner with friends or on a date.

As an advocate for women’s safety and with a vast audience of young people watching her YouTube videos, Hannah is a great ambassador for Circle. Hannah openly talks about some of the taboo topics that aren’t widely discussed in the YouTube world such as sex, relationships and safety, so she was the perfect fit! Hannah is featured in the key campaign creative hanging out with friends and has also created her own YouTube video showing her favourite spots in London and how Circle can keep you connected when enjoying the best London has to offer!

The content will be distributed through Hannah Witton’s channels as well as the channels for boroughs across London.

Things Unlimited also created a toolkit which includes brand guidelines, an introduction to the newly designed app, a library of photography and videography for boroughs to use and adapt with the guidelines of how to do this. The also includes an array of example communications from digital banners, social posts, out of home, press and more.

The Circle app is also packed with useful resources, like the latest updates from your borough and directions to your closest ‘Safety Spots’; public locations certified by police and local councils with staff trained to help.

The app was built by tech company Xantura.

Cllr Lib Peck, London Councils’ executive member for crime and public protection, said:

“London is a fantastic, thriving place to live, and work in and we are delighted to have Hannah’s support in helping councils keep Londoners connected and safe to their circle of friends or family while they are enjoying the city. Women’s safety is an issue at the top of the agenda for boroughs.  Circle is an innovative, accessible and user-friendly app which will reinforce the work already being done by councils to keep their residents safe.”

 

Things Unlimited Senior Campaign Manager, Abigail Patience, added:

“It’s great to be supporting such an innovative app with our creative campaign, especially during party season, and knowing we’re helping people enjoy the festivities whilst staying safe and connected with their friends.”