2015 Winners & Shortlists

DRIVING CHANGE

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

The Brief

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.

Describe how the promotion developed from concept to implementation

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.

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

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.

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

KAFA is an organisation in Lebanon that has been advocating for women’s rights for many years. But theirs is an uphill battle in a male-dominated society that expects women to be submissive. There’s also a cultural tendency not to report abuse or interfere in other’s affairs that has prevented any effective laws being passed. KAFA had made strong headway in their push for a new law, but they needed a final push to get it passed. This social experiment got people talking and generated so much publicity it helped KAFA finally get the law passed.

Credits

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