In Azerbaijan women often suffer from domestic violence. They have no money and no internet access. Most support systems are online. But vulnerable women cannot get help. They are effectively offline.
Problem
Isolated women cannot access the internet. How can a mobile operator give them safe access to help without data?
Solution
The Offline Women strategy connected zero-rating technology with targeted media mix. We built oflaynqadinlar.az working without data. Azercell sent 2 million targeted SMS as the main media trigger. TV, PR and influencers amplified reach and driven traffic to site and 116111 line.
Results
In 16 days 21 women received direct support. The site got over 30,000 visits and 486 calls to 116111 hotline. The campaign achieved 6 million impressions, 3 million reach and $50,000 earned media value.
