Case Study: ROAR reduces women’s risk of assault with Twilio-powered Athena safety alerts

Engineering Chance Out Of The Equation Athena Fights Assault Programmatically

ROAR, founded by Yasmine Mustafa and Anthony Gold, tackles the persistent risk of assault women face and the role of chance in personal safety. Motivated by stories of violence and a desire to prevent attacks before they happen, the team set out to create a practical, prevention-focused solution rather than close-quarters defenses.

Their product, Athena, is a wearable that instantly sends calls, texts, and GPS coordinates to a user’s emergency network via Twilio; ROAR launched it via a wildly successful Indiegogo campaign (raising over $300,000) and now has pre-orders from every U.S. state and 50+ countries. As a certified B-Corp, ROAR pairs the device with education and donations to programs that reduce violence, using design and advocacy to both protect and address root causes.

ROAR

Yasmine Mustafa

Co-Founder and CEO