2013 Winners & Shortlists

Results and Effectiveness

Since the campaign launched Sawa Mninjah has already successfully saved 4 Domestic Workers, supporting them with legal and psychological aid. And the campaign is ongoing.

Creative Execution

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 reached out to the workers. There was a helpline number to call for help, and in extreme cases we used lawyers to get them out.

Insights, Strategy and the Idea

Our target audience are 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. Our unconventional and unique solution allowed their message of support to reach the victims without raising the suspicions of their employers.