SAWA MNINJAH Case study RESCUE RADIO by Memac Ogilvy & Mather Dubai, Mindshare Dubai
SAWA MNINJAH: RESCUE RADIO
Awards:
| Dubai Lynx 2013 | ||
|---|---|---|
| Radio | USE OF RADIO AS A MEDIUM | SILVER |
| Promo & Activation | FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS | GOLD |
| Media | FUNDRAISING, CHARITIES, APPEALS, NON-PROFIT ORGANISATIONS, PUBLIC HEALTH & SAFETY, PUBLIC AWARENESS | BRONZE |
| Media | USE OF BROADCAST: TV, CINEMA, RADIO | SILVER |
| Clio Awards, 2013 | ||
| Content and Contact | - | Silver |
| Innovative Media | - | Gold |
| Engagement | Guerrilla | Bronze |
| Cannes Lions 2013 | ||
| Radio Lions | Product & Service; Public Awareness Messages | Silver |
| London International Awards 2013 | ||
| Radio | - | Grand LIA |
| Radio | Public Service/Social Welfare | Silver Winners |
| Radio | Public Service/Social Welfare Campaign | Gold Winners |
| Radio | Innovative Use of Radio | Gold Winners |
| Epica Awards 2013 | ||
| Media Innovation | Media Innovation - Traditional Media | SILVER |
| One Show 2014 | ||
| Advertising | Innovation in Radio / Radio | Gold Pencil |
| Advertising | Radio / Public Service - Single | Merit Pencil |
| Advertising | Radio Craft / Music and/or Sound Design | Silver Pencil |
| Cannes Lions, 2014 | ||
| MEDIA LIONS | Use of Media: Use of Audio | BRONZE |
| Clio Awards, 2014 | ||
| Engagement | Public Service: Other | Gold |
| Direct | Public Service: Audio | Gold |
| The Loeries Awards 2014 | ||
| AFRICA & THE MIDDLE EAST | RADIO COMMUNICATION | Gold |
| AFRICA & THE MIDDLE EAST | MEDIA INNOVATION - SINGLE MEDIUM | Silver |
| RADIO COMMUNICATION | DIRECTION | Craft Certificate |
| RADIO COMMUNICATION | ORIGINAL MUSIC & SOUND DESIGN | Craft Gold |
| The Loeries Awards 2015 | ||
| Effective Creativity | Effective Creativity | Gold |
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.