Brand | KAFA (ENOUGH) VIOLENCE & EXPLOITATION |
Product/Service | KAFA (ENOUGH) VIOLENCE & EXPLOITATION |
Entrant | MEMAC OGILVY Dubai, UNITED ARAB EMIRATES |
Category | Messaging for mobile |
Entrant Company
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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Advertising Agency
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MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
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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 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 an unexpected text explaining the campaign and asking them to speak up. We created a short film of the experiment and shared it online and through social media.
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.
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 speak up to get a law passed.
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 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 an unexpected text explaining the campaign and asking them to speak up. We created a short film of the experiment and shared it online and through social media.
Credits
Ramzi Moutran |
Memac Ogilvy |
Executive Creative Director |
Sally Tambourgi |
Ogilvyone |
Creative Director |
Nadine Hallak |
Ogilvyone Middle East |
Art Director |
Dylan Kidson |
Memac Ogilvy |
Associate Creative Director |
Maya El Kai |
Memac Ogilvy |
Arabic Copywriter |
Amin Soltani/Carmel Missilmany |
Memac Ogilvy |
Agency Producer |
Carina Aoun |
Ogilvyone |
Senior Account Executive |
Sophie Wordley |
Ogilvy PR |
Account Executive |
Emile Slailaty |
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Director |
Souheil Zahreddine |
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Editor |
Links
Mobile URL