Local Company Develops Jewelry Aimed At Helping Reduce The Number Of Attacks Against Women
By Cherri Gregg
PHILADELPHIA (CBS) -- A University City-based tech start up is hoping to reduce the number of assaults against women.
The company is launching a new type of smart jewelry designed to keep women safe.
"Athena" -- named after the Greek Goddess -- is small, black and sleek, but if threatened a wearer can sound an alarm and get help with the press of a tiny button. There's also a silent mode, to call for help without raising the attention of potential attackers.
"It sends text messages to your family and friends with your location so that you can get immediate help if you're in trouble," says Anthony Gold, co-founder of ROAR for Good, a b-corp with a mission.
"Our focus is to reduce assaults, empower women and transform society," he says.
Gold spent years working in the tech field and teamed up with co-founder, Yasmine Mustafa, a couple of years ago. The idea is Mustufa's brainchild. She was inspired to start ROAR after extensive traveling abroad in South America.
"Everywhere I went -- whether at a hotel, hostel or couch surfing, I met when who would eventually tell stories of being sexually assaulted," she says.
And when she returned to Philadelphia, the brutal rape of a woman near her Center City apartment made the desire to make change something more.
"The day after I read that news story, the idea for ROAR was born," says Mustafa.
ROAR has raised nearly $250,000 in funding from area angel investors. But the interest in the product is founded on need. Statistics show that nearly one in four women will be assaulted during college. Mustafa has visited sorrority houses and says the need isn't just in the numbers.
"Whenever I go speak to women," she says, "someone comes up and says -- I was raped, I was assaulted."
Mustafa says her research showed women do not want a "weapon" for safety. They also did not want a product that could be easily left at home. Athene fits the bill because it's a tool and is fashionable, a device that can be easily clipped to clothing, a handbag, or worn on a keychain or necklace.
"I'm hoping that it empowers women to live the life that they want," says Mustafa.
The device will sell for $100 bucks, but ROAR is launching an indiegogo campaign to raise $40,000. The device will be sold at a 40 percent discount with a goal of raising the cost of manufacturing and proving to investors that people will buy the device.
"We don't measure our success by the amount of money we make," says Gold, "we measure our success by the amount of lives we change."
Gold says ROAR will donate part of the proceeds to anti-violence groups that educate youth with a goal to make Athena obsolete.
For more on Athena, go to http://www.roarforgood.com/ For pre-orders, click here.
