KAFA: Driving Change

Credits & Description:

Client: KAFA (ENOUGH) VIOLENCE & EXPLOITATION
Entrant Company: Memac Ogilvy, Dubai
Agency: Ogilvy One, Dubai
Production Company: Dèja Vu, Dubai
Other: Geometry Global Dubai, Dubai
Regional Director: Nabil Moutran Ogilvy One
Executive Creative Director: Ramzi Moutran Memac Ogilvy
Creative Director: Sally Tambourgi Ogilvy One
Art Director: Nadine Hallak Ogilvy One
Associate Creative Director: Dylan Kidson Memac Ogilvy
Arabic Copywriter: Maya El Kai Memac Ogilvy
Account Supervisor: Carina Aoun Ogilvy One
PR Account Executive: Sophie Wordley Ogilvy PR
Agency Producer: Amin Soltani Memac Ogilvy
Agency Producer: Carmel Missilmany Memac Ogilvy
Director: Emile Slailaty Freelance
Editor: Souheil Zahreddine Freelance
Description of the Project:
In Lebanon there’s never been a law protecting women against abuse and more women are being killed by husbands each year. We needed more women to start speaking up and help get a law passed.
We needed to speak directly to a captive audience in women’s only taxis so we decided not to do a traditional radio commercial that could have fallen on deaf ears. Instead, in this social experiment, we created a live, real-time commercial that mimicked the GPS. We replaced the original GPS in the taxi with a human one that we connected to the taxi’s radio. The actor then directed the driver from another vehicle, giving the taxi’s registered customers an experience that made it impossible to stay silent.
We filmed the experiment with a series of hidden cameras and shared a short film online and through social media.
The campaign generated so much attention globally, it was the final push we needed to get the law passed and the first man in Lebanon jailed for brutally assaulting his wife, driving change in the way Lebanon treats women.