Rescue Radio
Sawa Mninjah, human rights organisation
Issue 24 | September 2012
Agency
Ogilvy Action/Memac Ogilvy
Creative Team
Executive Creative Director: Steve Hough Creative Directors: Ben Knight, Ramzi Moutran Art Directors: Logan Allanson, James Purdie Copywriters: Dylan Kidson, Sascha Kuntze, Ali Mokdad Designer: Christain Louzado
Production Team
Sound Engineer, BKP: Chris Atkins Production: BKP Dubai, UAE, Muddville Dubai, UAE
Other Credits
Strategic Planner: Tanya Demaika Account Executive: Alexandra Saade
Date
April 2012
Background
In Lebanon, there are over 200,000 foreign domestic workers from countries like the Philippines, Sri Lanka and Ethiopia, there to support families back home. The reality is that thousands are physically and sexually abused. Often they are locked away and prevented from leaving their employers’ homes.
Idea
Sawa Mninjah partnered with four national radio stations to create a series of radio ads in languages that only the domestic workers could understand. Disguised as typically loud and upbeat FMCG commercials, these ads bore a secret message and a helpline number. Because their employers couldn’t understand the languages being broadcast, the ads broke into houses delivering a message of hope and help to those hidden behind walls across the country.
Results
The campaign helped rescue four domestic workers almost immediately. When a domestic ‘slave’ called the Sawa Mninjah helpline, the organisation, with the support of local lawyers, developed a rescue plan tailored to the individual circumstances.
The project was ongoing and continued to free abused domestic workers.
Our Thoughts
It’s like waiting for the No.11 bus. Nothing happens for an eternity, then several come along at once. This is the second of two interesting radio commercials submitted to Directory, and also from the Middle East.
It is an almost absurdly simple idea, broadcasting in the migrant worker’s own language so only he or she would understand. And the choice of medium is spot on as well.