The actual product we are selling is behaviour. We are hoping to let women who are victims ofdomestic violence know that they are safe if they come forward and report the crimes. The coreproduct here is that women can feel safe in their own home, and that they can come forward safely. The augmented product is services provided for reassurance. This is the celebrity videos posted to their social media pages and photos from the general public that end up viral all over social mediaaccompanied by the hashtag. We believe the behaviour being sold to the victims is attractive tothem and they believe if they come forward with their issue they are not at risk of further abuse. There is a slight risk of the behaviour resulting in further abuse, but with the help of police and other authorities, it is a much reduced risk.
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