2014 Winners & Shortlists

RESCUE RADIO, THE RESCUE CONTINUES

BrandSAWA MNINJAH
Product/ServiceCHARITY
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryBroadcast
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES

The Brief

In Lebanon, there are 200,000 foreign domestic workers, mostly from countries like the Philippines, Sri Lanka, Kenya and Nepal. They arrive hoping to support their families back home but in reality, thousands are physically and sexually abused. Often they are locked up and prevented from leaving their employers' homes for months, making it impossible for charities to reach out to them without attracting unwanted attention from their abusive employers. We had to find a unique way to reach, and if possible, help rescue those domestic workers without alerting their employers.

Describe how the promotion developed from concept to implementation

We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical ads, they broke into employers' homes, delivering our secret message of hope by piquing the interests of the foreign domestic workers. The ads were crafted using themes workers could relate to, with the stories and sounds of home and recorded in their own language so that there would be no doubt the message was intended for them.

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

So far the campaign has rescued 4 domestic workers and Sawa Mninjah along with human rights lawyers are busy with more cases from our radio ads.

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

These radio ads managed to speak directly to workers that were previously unreachable by Sawa Mninjah. The ads had to be very carefully researched and the sound design and voice performances were all about balance. If the production was too elaborate it would stand out and raise suspicion. Too simplistic and the ad would be ignored by everyone.The hidden message needed to be perfectly disguised. We researched the themes workers would relate to and the production style, music and vocal performances for each type of ad to create an authentic representation of similar ads in the region.

Credits

Name Company Role
Ben Knight Memac Ogilvy Creative Director
Ramzi Moutran Memac Ogilvy Creative Director
Logan Allanson Memac Ogilvy Scriptwriter
Dylan Kidson Memac Ogilvy Scriptwriter
Chris Hart Memac Ogilvy Scriptwriter
Alex Saade Memac Ogilvy Account Manager
Ralph Van Djik Eardrum Australia Director
Lesley Chambers Eardum Australia Producer
Abby Sie Song Zu/I/G Media Sound Engineer
Simon Kane Song Zu/I/G Media Sound Engineer
Phil Muscatello Song Zu/I/G Media Sound Engineer
Cariann Lobo Fernandez Mudville Dubai Producer
Christian Heyne Mudville Dubai Editor
Logan Allanson Memac Ogilvy Snr Art Director