If You Can is the app that you’re glad your parents didn’t have. With it, you can use your child’s phone to track where they are, alert you if they’re somewhere they’re not supposed to be, and monitor virtually all of their phone activity.
Spoke’s challenge was to communicate this complex app and its features without giving it a Big Brother (Orwell, not CBS) vibe. Technology has given kids a lot of power…and the ability to get into trouble fast. Parents’ motivation is to protect their kids, and the brand and supporting materials (web and PR) communicate the caring, nurturing aspect of the brand benefits.