Dentsu Indonesia and Harian Kompas launch AI app to help sexual assault survivors collect real evidence

Sexual assault is heavily underreported in Indonesia. One major reason: survivors often can’t prove non-consent in court, and the legal process can be retraumatizing.

To tackle this, Dentsu Indonesia — part of a global advertising network — partnered with Harian Kompas, one of the country’s largest media groups, to launch an app called MANTRA of Hope.^[1]

The app gives survivors a discreet way to collect audio and metadata that can support their testimony if they choose to report the assault. The campaign behind it didn’t stop at awareness — it drove real engagement, picked up international recognition, and introduced a working model for tech-driven civic tools.

💡Short on time? here’s what matters

Here’s a quick summary of how the MANTRA of Hope campaign worked — and what it achieved:

• Dentsu Indonesia and Harian Kompas launched MANTRA of Hope, an AI tool to help survivors collect evidence
• Survivors use a personal mantra to trigger secret audio recordings on their phones
• Metadata like time, date, and location is recorded securely for legal use
• Recordings are automatically sent to the survivor’s email and trusted contacts
• Campaign ran across podcasts, social media, and digital news platforms
• Results included 42M+ impressions, 1,000+ app downloads, and IDR 31B (US$1.8M) in earned media
• Recognized at ADFEST, Citra Pariwara, and Spikes Asia for creative innovation

Turning mantras into a way to speak up

The campaign began with a legal insight: in Indonesia, nine out of ten sexual assault cases go unresolved — not because police don’t want to investigate, but because survivors can’t present clear evidence of non-consent. Without proof of refusal or coercion, it becomes one person’s word against another’s.

This creates a systemic barrier. Survivors often avoid reporting altogether, fearing backlash, shame, or being dismissed due to lack of “proof.” Even when they come forward, the case rarely moves forward without hard evidence — like recorded threats or verbal rejection — which in most cases, simply doesn’t exist.

That’s the gap MANTRA of Hope was designed to fill.

Here’s how the app works:

• Survivors choose a custom “mantra” — a personal phrase known only to them.
• Saying the mantra silently triggers the app to begin recording audio in the background.
• The app simultaneously captures uneditable metadata: time, date, and GPS location.
• This data is securely stored and sent automatically to the survivor’s email address and designated emergency contacts.

That last step is key. Even if the survivor can’t access their phone later, the data has already been backed up and shared with trusted people. That makes the tool useful not only for legal purposes but also for safety and support in real time.

By documenting incidents as they happen, the app gives survivors something they almost never have — credible evidence. And by removing the need to report immediately, it also gives them time and agency to decide what to do next.

Discreet design, real use cases

The app was designed for high-stress, high-risk moments. It doesn’t look like a recording tool. It runs silently. It requires no setup beyond choosing the mantra.

There are no visible prompts or buttons that could give it away. That invisibility makes it safer. And the automation — especially the email delivery — ensures that survivors don’t have to manually retrieve or forward the files. It all happens in the background.

This is an example of minimal UI built with maximum sensitivity.

A media campaign with real reach

The campaign went live across Harian Kompas’ print, digital, and audio platforms — including articles, podcasts, and front-page takeovers. Social content and awareness videos were distributed through creators, legal advocates, and community groups.

Importantly, the campaign avoided sensationalism. It focused on how the tool works, why it matters, and what rights people have. Harian Kompas used its credibility to frame the issue, while digital content brought it into personal and community-level conversations.

The outreach strategy wasn’t just designed to inform — it aimed to normalize discussion around consent and evidence, while giving survivors a sense of control.

Campaign results: awareness and action

The rollout hit key visibility benchmarks^[2], but more importantly, it led to action:

• Over 42 million impressions across platforms
• More than IDR 31 billion (US$1.8 million) in earned media
• 1,000+ app downloads in the early rollout phase
• 50,000+ tool interactions, including activations and shares

It’s a signal that survivors and communities aren’t just watching — they’re using the tool and sharing it with others.

Why this matters for marketers

This campaign is a reminder that meaningful creative work doesn’t always require massive platforms or tech breakthroughs. It starts with understanding what’s broken — and asking if your team can build a fix.

Here’s what this campaign did well that others can learn from:

• It tackled a real barrier. The problem wasn’t awareness. It was legal proof. The app didn’t educate people — it gave them power.
• It kept things invisible, not loud. In a world obsessed with attention, this tool was designed not to be seen. That’s what made it safe.
• It made legal systems accessible. Many people don’t know what kind of evidence will help them. This app built a path backward from court — not forward from comms.

If your brand has reach, voice, or tech resources, there are likely problems just like this waiting for you to solve. That’s not a trend — that’s a strategy.

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