Challenge: In a time when violence towards women is unprecedented in Italy, ActionAid—an NGO for women's rights—wanted to raise awareness around the impact of verbal violence on women's health and social lives through an International Women's Day campaign.

Data: In Italy, 1 out of 2 women have experienced psychological violence in their lives. Verbal abuse such as aggressive language is often overlooked, and used in everyday life—but it can have a devastating impact on people’s lives—especially women. And verbal abuse is often the first step to other forms of violence against women.

Insight: The famous voice that millions of Italians speak to every day, Alexa, is also used to receiving insults from its users on a daily basis. From “Alexa, you’re stupid” and “Alexa, you don’t understand anything” to much more devastating phrases are used casually against Alexa every day.