| Brand | FULLSTOP |
| Product/Service | WORKER ABUSE |
| Entrant | FULLSTOP ADVERTISING Jeddah, SAUDI ARABIA |
| Category | Public Health & Safety, Public Awareness, Fundraising and Appeals |
| Entrant Company: | FULLSTOP ADVERTISING Jeddah, SAUDI ARABIA |
| Advertising Agency: | FULLSTOP ADVERTISING Jeddah, SAUDI ARABIA |
| Production Company: | EXTREAM Jeddah, SAUDI ARABIA |
Credits |
| Chief Creative Officer | Kaswara Alkhateeb |
| Creative Director | Kamel Alzaheri |
| Copywriter | Malak |
| Art Director | Amr Almasri |
Brief Explanation
Exploitation and abuse of domestic workers is a major problem in the Arab world and Saudi Arabia happens to host the majority of domestic workers.
We wanted to run a PSA campaign to send a message of mercy.
Strategy was to shock people to see how bad they treat these workers in an attempt to bring this issue to surface. The campaign have caused a stir in Saudi, it was covered by most local TV channels, MBC, Al3arabia, Alsharq Alawsat it was also covered by international news BBC, Washington post, ABC news. It shed light on the situation in Saudi and
The result; Showra council approved domestic workers right of max 8 hours work per day, a weekly day off and a month vacation per year.