2013 Winners & Shortlists

RESCUE RADIO

Gold

Case Film

Presentation Board

BrandSAWA MNINJAH
Product/ServiceSAWA MNINJAH
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryFUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Brief

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, it makes their job almost impossible.

Describe how the promotion developed from concept to implementation

We found a way in. 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. They were given a helpline number to call for help, and in extreme cases we got lawyers involved to get them out.

Describe the success of the promotion with both client and consumer including some quantifiable results

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

Explain why the method of promotion was most relevant to the product or service

Since it was impossible to contact these workers before, the disguised radio ads were a unique way to reach out to them and finally be able to offer support.

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