About Me
I'm Cara, a Fashion Marketing graduate from the University of Leeds
I am a passionate individual, determined to drive social change for a more positive future. Through my personal and academic endeavors, I am interested in exploring ways to reduce inequalities, including the disproportionate risk to women's safety compared to our male counterparts.
Through Salus, I aim to address the risk to women's safety and the lack of support currently available with a female safety brand that empowers women, providing the products and services necessary for improving safety, whilst educating broader demographics to create a safer future for all women. I believe that technology can and should be a resource for good, thus, I have considered various technological devices to be utilised in the attempt to improve women's safety and enhance confidence.
INSPIRATION
The instantaneous safety risk experienced by women of all demographics
My initial inspiration arose from the growing risk to women's safety encountered throughout society. Following the murder of Sarah Everard in March 2021, and the detrimental impact of the pandemic on domestic abuse, I was concerned by the rising cases of gender-based violence. As a female, I have first-hand experience of the dangers we are faced with on a daily basis and I appreciate the lack of support available to women, providing the foundations for developing a female-driven safety brand.
I initially considered the implementation of a mobile app to support women. After executing market research into existing female safety applications and key trends, I discovered the growing application of the Internet of Things, alongside the demand for customisable products and services. This led to the development of customised safety accessories to connect to a mobile application for a comprehensive approach to enhancing women's safety, whilst providing a platform for self-expression.
MY WORK
PORTFOLIOS
EXECUTIVE SUMMARY
WHO ARE WE?
OUR USP
VISION & MISSION STATEMENTS
PRODUCT RANGE
APP & WEBSITE
BRAND HANDBOOK
CONSUMER PROFILES
CAMPAIGN 1
CAMPAIGN 1
CAMPAIGN 1
CAMPAIGN 2
CAMPAIGN 2
CAMPAIGN 2
CAMPAIGN 3
CAMPAIGN 3
CAMPAIGN 4
CAMPAIGN 4
CAMPAIGN 4
DETAIL
Our integrated strategy encompasses our values for empowering, supporting, innovating and educating
Salus aims to empower women to take control of their safety, providing customisable safety accessories accompanied by an interactive mobile application. As a purpose-driven brand, the issue of women's safety and the inadequate provision of support is addressed to create a safer future for all women. Our communication strategy initially targets Salus' consumers to develop a community of empowered women, as well as engaging broader demographics to educate on the issue and drive future change. The first campaign, Stand Together, will launch Salus into the female safety market, establishing initial brand awareness. Following this, the second campaign, Girls Just Wanna Have Fun, will reach a broader market by providing support during recognisable events. Campaign three, Our Stories, provides a safe space for women to share their experiences, establishing our e-community. The final campaign, Raising Reformers, targets younger demographics to promote change amongst future generations.
Committed to creating a safer future for all women, customise your safety with Salus.
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