Music & Sound Company Of The Year: Song Zu, Sydney
Non-Traditional
Guerrilla Marketing
Finalist
Entrant:
Memac Ogilvy & Mather,
Dubai
Sawa Mninjah
Sawa Mninjah
"Rescue Radio, The Rescue Continues"
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Corporate Name of Client:Sawa Mninjah
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Client Account Director:Alexandra Saade
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Agency:Memac Ogilvy & Mather , Dubai
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Creative Directors:Ben Knight
Ramzi Moutran -
Copywriters:Logan Allanson
Dylan Kidson
Chris Hart -
Art Directors:Logan Allanson
Chris Hart -
Production Company:Eardrum Australia , Sydney
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Director:Ralph van Dijk
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Producer:Lesley Chambers
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Film Production Company::Muddville Dubai
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Film Producer:Cariann Lobo Fernandez
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Sound Studio:Song Zu, Sydney
I&G Media -
Sound Engineers:Abby Sie
Simon Kane
Phil Muscatello -
Editor:Christian Heyne
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Voice Casting:EarCasting
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Description of the Project:
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In Lebanon, there are 200,000 foreign domestic workers, mostly from countries like the Philippines, Sri Lanka, Kenya and Nepal. They arrive hoping to support their families back home, but the reality is that thousands are physically and sexually abused. Often they are locked up and prevented from leaving their employers’ homes for months on end, making it impossible for charities to reach out to them without attracting unwanted attention from their abusive employers. So we found a unique way in. We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical ads, they broke into employers' homes, delivering our secret message of hope. The ads specifically targeted domestic workers of different nationalities by focusing on themes they would relate to. By carefully crafting the story and sounds, the ads piqued the workers interest so we could deliver our message. The project has helped save four abused workers and is ongoing.
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