Grand LIA   |   Winners   |   Finalists

Public Service/Social Welfare Campaign

Gold Winner

Entrant: Memac Ogilvy & Mather, Dubai
Sawa Mninjah - Rescue Radio - The Rescue Continues Campaign
"Nepalese Street Festival",
"Sri Lankan Health Spa",
"Kenyan Romantic Drama",
"Filipino Pop Singer"
  • Corporate Name of Client:
    Sawa Mninjah
  • Client Account Director:
    Alexandra Saade
  • Agency:
    Memac Ogilvy & Mather , Dubai
  • Creative Directors:
    Ben Knight
    Ramzi Moutran
  • Copywriters:
    Logan Allanson
    Dylan Kidson
    Chris Hart
  • Production Company:
    Eardrum , Sydney
  • Director:
    Ralph van Dijk
  • Producer:
    Lesley Chambers
  • Recording Studio:
    Song Zu, Sydney
    I&G Media , Sydney
  • Audio Engineers:
    Abby Sie
    Simon Kane
    Phil Muscatello
  • Voice Casting :
  • Description of the Project:
  • 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. The project has helped save four abused workers and is ongoing.