The Assaulted Women’s Helpline is a confidential service in Toronto that often has trouble communicating with its target – women experiencing abuse. Their challenge has always been getting their essential, but hard-to-memorize number (1-866-863-0511) on women’s phones directly and discreetly. Research showed the abuse becomes worse if women are discovered trying to get help. We decided to get the number to women’s phones directly, by doing something unexpected - hiding in plain sight.