2013 Winners & Shortlists

RESCUE RADIO

Short List
BrandSAWA MNINJAH
Product/ServiceSAWA MNINJAH
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryAMBIENT/ALTERNATIVE MEDIA
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Brief

Our target audience was foreign domestic workers in Lebanon. Domestic workers have no rights in Lebanon. These women are often subjected to sexual and physical abuse by their employers. The employers confiscate their passports, lock them in their rooms and often prevent communication with the outside world. Sawa Mninjah, a Lebanese charity is fighting for domestic workers rights, but with no way of talking directly to the victims, it makes their job almost impossible. We found a way in.

Creative Execution

It was impossible to contact these workers before, so the disguised radio ads provided a unique way to reach out, speak directly to them and finally offer support.

Describe the creative solution to the brief/objective.

Radio ads, disguised as typical hard-sell radio commercials were aired on popular radio stations, but they were played in the languages only the domestic workers could understand. Unnoticed by their employers the message broke into homes and spoke directly to the workers. There was a helpline number to call for help, and in extreme cases we used lawyers to get them out.

Results

Since the campaign launched, 4 domestic workers have already been rescued in Lebanon and the calls keep coming in.

Credits

Name Company Role
Steve Hough Memac Ogilvy Executive Creative Director
Ben Knight OgilvyAction Creative Director
Ramzi Moutran Memac Ogilvy Creative Director
Logan Allanson OgilvyAction Script Writer
Ali Mokdad OgilvyAction Script Writer
Dylan Kidson Memac Ogilvy Script Writer
Sascha Kuntze Memac Ogilvy Script Writer
James Purdie Memac Ogilvy Script Writer
Diana Jebaly Memac Ogilvy Agency Producer
Chris Atkins Bkp Music Audio Engineer
Christian Louzado OgilvyAction Designer
Christian Hayne Mudville Other
Tanya Dernaika Memac Ogilvy Account Director