Lobbying organisation London Councils has enlisted YouTube star Hannah Witton to front a campaign promoting its new personal safety app for women in the capital, Circle.
The thinktank, which represents the interests of London's 33 local authority districts, has unveiled the service in time for the festive season with the aim of enabling people to stay connected to friends and family should they find themselves in a "difficult or vulnerable situation."
Targeting women aged 18 to 30-years-old, Circle was created in consultation with a group of women’s charities and its design allows users to check-in with friends at the tap of a button to let them know they're safe.
The app was built by tech company Xantura, while London-based agency TMW Unlimited was behind the branding, creative assets and supporting campaign, which sees vlogger Witton star in a series of online videos depicting young people doing everyday activities in London.
The push will also feature content hosted on Witton's own channel.
The influencer, who has over 270,000 subscribers on YouTube is known for tackling topics her peers shy away from. In April last year she fronted a campaign for Durex, answering fan questions about sex and relationships in a candid style.
Councillor Lib Peck, London Councils’ executive member for crime and public protection, said: “London is a fantastic, thriving place to live, and work in and we are delighted to have Hannah’s support in helping councils keep Londoners connected and safe to their circle of friends or family while they are enjoying the city.
"Women’s safety is an issue at the top of the agenda for boroughs. Circle is an innovative, accessible and user-friendly app which will reinforce the work already being done by councils to keep their residents safe."