Protecting Women from Snatch Theft in Malaysia with the Handbag Dyetonator


Snatch thefts are a problem in Malaysia with 365 incidents reported in the Dang Wangi district of Kuala Lumpur in the month of January alone and an increase of 36% nationwide.

Women walking alone are the majority of the victims, losing more than just their possessions, they are often injured, or even killed as a result of the attacks. Yet, because the culprits strike fast and disappear on motorbikes, they are rarely caught.


 

To address the problem, Malaysian sportswear brand Ash Be Nimble worked with Ogilvy & Mather Malaysia to create the Handbag Dyetonator —the world’s first device designed to mark snatch thieves after they’ve committed a crime.

Masked as an ordinary handbag accessory, the Dyetonator can be remotely detonated via an SMS from any phone. When done so it releases colored dye and a smoke flare, marking the thief with a dye and making it easy for police to spot them.

“We’ve always believed in empowering women and going the extra mile. We hope that the Handbag Dyetonator will act as a deterrent to snatch thieves,” says Hui Mathews, founder of Ash Be Nimble.


 

Ash Be Nimble has also partnered with the National Council of Women’s Organisations Malaysia (NCWO) on a petition to call for stricter laws on snatch thefts in order to further deter anyone from committing such a crime.


To find out more about the Handbag Dyetonator and view the petition, visit handbagdyetonator.com

Fahad Rasool

Fahad Rasool

Fahad is based in Malaysia and a regular contributor to Branding in Asia.

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