Brand | SAWA MNINJAH |
Product/Service | SAWA MNINJAH |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | NON-CORPORATE |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
|
PR Agency
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MEMAC OGILVY PR Dubai, UNITED ARAB EMIRATES
|
The Campaign
Foreign 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 local Lebanese charity is fighting for Domestic Workers rights, but with no way of talking directly to the victims, their job is almost impossible.
So we found a way in. But instead of just telling the affected workers what we could do for them, we developed a smart way to actually show them we were serious.
Radio ads, disguised as typical 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. Since the campaign launched, 4 domestic workers have already been rescued across Lebanon and the calls keep coming.
The Brief
We needed to find to reach out to the domestic workers suffering from abuse by their employers. Our aim was to get a message of support, helpline number and an opportunity to rescue the abused workers, without their employers realising.
Results
Since the campaign launched, Sawa Mninjah has already successfully saved 4 Domestic Workers, supporting them with legal and psychological aid.
Execution
Solution
We created a series of radio ads that disguised a message of support with a helpline number that broke into the employers homes without them realising. The radio ads sounded like typical hard-sell commercials but were spoken in the languages only the Domestic Workers could understand. Every day the message broke in and delivered a message of hope, and a helpline number directly to the abused domestic workers, giving them an opportunity to escape. The initial burst was for a month, but the campaign is ongoing.
The Situation
Domestic Workers have no legal rights in Lebanon. These workers are subjected to daily sexual and physical abuse from their employers. The employers confiscate their passports, lock them in their rooms and deny them any communication with the outside world. There is a charity that is fighting for domestic workers rights but they have no way of talking directly to the victims.
The Strategy
Challenges
Domestic Workers have no legal rights in Lebanon. These workers are subjected to daily sexual and physical abuse from their employers. The employers confiscate their passports, lock them in their rooms and deny them any communication with the outside world. There is a charity that is fighting for domestic workers rights but they have no way of talking directly to the victims.
We found an unconventional, but highly targeted and effective way in.
Credits
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 |