2013 Winners & Shortlists

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.