This is a story of how we helped free abused maids who were locked up in their employer's homes
Lebanon's domestic worker's make up 20% of the population. Most of these women are from countries such as Ethiopia, Philippines and Sri Lanka. They come to foreign countries looking for work to support their families back home, but what often awaits them is a life of abuse and solitude.
The Organization Sawamninjah partnered up with radio stations across Lebanon and created radio ads in the language of the domestic workers so that only they could understand.
The radio ads were disguised as typical retail commercials and they bore a secret message as well as our help line for the domestic workers to call.
Unnoticed by the general Arabic public, the radio ads "broke" into the homes of of employers and delivered a message of hope to the abused domestic workers.
This campaign was a Finalist at the Cannes Festival 2012 for Best Use of Radio as well as Sound Design. It also won in numerous categories at the Dubai Lynx 2013: 2 Golds for Direct and Promo & Activation, 2 Silvers for Radio and Media and 1 Bronze for Media. It also received In-Book honors (Bronze) at D&AD 2013 for Radio Advertising, 1 Silver Pencil and 1 Finalist at One Show 2013 as well as 1 Gold for Innovative Media, 1 Silver in Content & Contact and 1 Bronze for Audio at Clio Awards 2013. Finally, it also was a finalist at Effies 2012 for Best use of CSR.
The 2nd Edition of this idea was launched later in the year with 5 new scripts. They went on to win a Grand LIA as well as Gold and Silver for Radio, Grand Prix, Gold and Bronze at NY Festival, Gold and Silver Pencil at One Show, Silver at Epica as well as countless other awards. Rescue Radio was ranked number 12th in the "Top Campaigns of 2013" by the Big Won Report.
"Rescue Radio was an outstandingly poignant piece of creativity." -Ian Haworth, Global Chief Creative Officer at RAPP, and President of the Dubai Lynx Promo & Activation Jury.