SAWA MNINJAH Case study RESCUE RADIO by Memac Ogilvy & Mather Dubai, Mindshare Dubai

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RESCUE RADIO

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Industry TV Channels/Radio Stations and Programmes, Public awareness
Media Case study
Market United Arab Emirates
Agency Memac Ogilvy & Mather Dubai
Director Ralph Van Dijk
Creative Director Ramzi Moutran, Ben Knight Geometry Global Dubai
Art Director Chris Hart
Producer Lesley Chambers
Editor Christian Heyne
Agency Mindshare Dubai
Production BKP
Production Eardrum
Director Ralph Van Dijk, Ralph Van Djik
Creative Director Ramzi Moutran, Ben Knight Geometry Global Dubai
Producer Lesley Chambers, Cariann Lobo Fernandez
Released December 2013

Awards

Cannes Lions, 2014
MEDIA LIONS Use of Media: Use of Audio BRONZE

Credits & Description

Client SAWA MNINJAH
Product SAWA MNINJAH
Entrant MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Type of Entry: Media: Use of Media
Category: USE OF BROADCAST: TV, CINEMA, RADIO
Title: RESCUE RADIO
Product/Service: SAWA MNINJAH
Entrant Company : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Advertising Agency : MEMAC OGILVY Dubai, UNITED ARAB EMIRATES
Media Agency : MINDSHARE Dubai, UNITED ARAB EMIRATES
Name Company Position
Sascha Kuntze Memac Ogilvy/Ogilvyaction Script Writer
Dylan Kidson Memac Ogilvy/Ogilvyaction Script Writer
Logan Allanson Memac Ogilvy/Ogilvyaction Script Writer
Ali Mokdad Memac Ogilvy/Ogilvyaction Script Writer
Ramzi Moutran Memac Ogilvy/Ogilvyaction Creative Director
Ben Knight Memac Ogilvy/Ogilvyaction Creative Director
Steve Hough Memac Ogilvy/Ogilvyaction Executive Creative Director
Results and Effectiveness:
Since the campaign launched Sawa Mninjah has already successfully saved 4 Domestic Workers, supporting them with legal and psychological aid. And the campaign is ongoing.
Creative Execution:
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. There was a helpline number to call for help, and in extreme cases we used lawyers to get them out.
Insights, Strategy and the Idea:
Our target audience are foreign domestic workers in Lebanon. 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 Lebanese charity is fighting for domestic workers rights, but with no way of talking directly to the victims, it makes their job almost impossible. We found a way in. Our unconventional and unique solution allowed their message of support to reach the victims without raising the suspicions of their employers.