In response to the widespread problem of sexual violence, the company has developed a self-defense product that enables women to protect themselves. The “Invi” is a bracelet worn as jewellery. This bracelet however contains a breakable capsule (the pearl) filled with an unpleasant odoriferous substance to repel, and DNA dye to mark, the attacker.
Once the capsule in the bracelet is broken by the victim when needed, the smell is released which aims to repel the attacker in a non-violent way. This is the same mechanism used by a skunk as protection from predators.
In addition, the DNA dye can mark the attacker when he touches the victim and can assist in later identification. In areas with trustworthy juridical systems, usage of the Invi bracelet can be used in court as additional proof that the wearer did not assent to the act. Furthermore, following investigation, the trace of the invisible marker can make a direct link between the attacker and the crime scene.
Sexual violence towards women is an undeniable challenge in many societies around the world. These assaults on personal dignity have major consequences on physical and mental health and for society as a whole. 45% of women who become victims of sexual violence experience post-traumatic stress*. In addition sexual violence can also increase risk-taking behavior like drug and alcohol abuse and engaging in risky sexual behavior**; the majority of the victims are women. According to UN Women (2008), one of the seven causes of violence against women is due to a ‘lack of protection’.
The groups that benefit from the product are target groups mostly in the form of customers. The company wishes to make a social impact on society by providing women with a personal defense mechanism that creates and spreads non-violent solutions and overall awareness. This is designed to empower people to protect themselves. A further goal is to also raise awareness about sexual violence, to disseminate relevant education along with the product as well as open the discussion on the topic.
*Centrum Seksueel Geweld, 2015
**UN women, 2013
The company has created a buy-one-subsidize-one business model. With this model they wish to use sales from Western markets to implement a tiered pricing mechanism in developing markets. This buy-one-subsidize-one model and tiered pricing model aims to reach as many people as possible from different income groups so they are empowered to protect themselves and their loved ones.
Furthermore, the product is low-tech and consists of few components making it a low cost piece. However, production can be scaled up easily and the bracelet can be brought to market quickly. The associated distribution cost will also be relatively low due to the simple design and small size.
Via the buy-one-support-one business model, the company wishes to subsidize Base Of Pyramid markets with sales from western markets. The tiered pricing model will help to make the Invi accessible and affordable for women all over the world including the BOP regions thus aiming to serve over one million women by 2020.
- Breakable capsule (the pearl)
- Odoriferous substance
- DNA dye
Contact: Carlijn Bettink
Used in: Netherlands, globally (planned)