2015 Winners & Shortlists

DRIVING CHANGE

Silver

Case Film

Presentation Board

BrandKAFA (ENOUGH) VIOLENCE & EXPLOITATION
Product/ServiceKAFA (ENOUGH) VIOLENCE & EXPLOITATION
EntrantMEMAC OGILVY Dubai, UNITED ARAB EMIRATES
CategoryFundraising, Charities, Appeals, Non-Profit Organisations, Public Health & Safety, Public Awareness Messages
Entrant Company MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Production Company DEJA VU Dubai, UNITED ARAB EMIRATES

Results and Effectiveness

The campaign generated 128 million media impressions globally. It gained so much attention in Lebanon and around the world, it was the final push KAFA needed to get the law passed and the first man in Lebanon jailed for brutally assaulting his wife, driving change in the way Lebanon treats women.

Creative Execution

We conducted a social experiment with a women’s only taxi service, replacing the GPS system with a remote one we connected to the taxi’s radio. The abusive human GPS then directed the driver from another vehicle, giving our surprised captive audience an experience that made it impossible to stay silent. We had the registered passengers mobile numbers, so before the passengers were dropped off they received a text explaining the campaign and asking them to speak up and share the message. We then created a short film of the experiment and shared it online and through social media.

Insights, Strategy and the Idea

In Lebanon there’s never been a law protecting women against abuse, and more women are being killed by husbands each year. In a male-dominated society that expects women to be submissive, there’s a cultural tendency not to report abuse or interfere in other’s affairs. We needed more women to start speaking up and help KAFA, an organisation that fights for women’s rights in Lebanon, get an effective law passed that would finally protect women against abuse.

Credits

Name Company Role
Ramzi Moutran Memac Ogilvy Executive Creative Director
Sally Tambourgi Ogilvyone Creative Director
Nadine Hallak Ogilvyone Art Director
dylan Kidson Memac Ogilvy Associate Creative Director
Maya El Kai Memac Ogilvy Arabic Copywriter
Carina Aoun Ogilvyone Middle East Senior Account Executive
Sophie Wordley Ogilvy PR Account Executive
Emile Slailaty Director
Souheil Zahreddine Editor
Amin Soltani/Carmel Missilmany Memac Ogilvy Agency Producer
Geometry Global Dubai Additional company