Another female-empowerment campaign has triumphed at Cannes, with the Media Grand Prix going to a fascinating Vodafone app from Y&R Istanbul that lets women in Turkey call for help simply by shaking their phones. Instructions of how to find the app were embedded in videos specifically targeting women—a gender-specific approach designed so that men never get the message. More than 250,000 women have downloaded the app, Y&R says, or about 24 percent of all women in Turkey who use smartphones. It has been activated over 103,000 times.