2013 Results

CAT 23 - Media Innovation - Traditional Media (MI)


Memac Ogilvy & Mather (UNITED ARAB EMIRATES)

Sawa Mninjah, Rescue Radio: "Rescue Radio - the Rescue Continues"23-01869-MI

Agency (& City): Memac Ogilvy & Mather Dubai

Creative Director(s): Ben Knight, Ramzi Moutran

Copywriter(s): Logan Allanson, Dylan Kidson, Chris Hart

Snr Art Director(s): Logan Allanson, Chris Hart

Client Account Director: Alexandra Saade

Production Company (& City): Eardrum Sydney Australia

Director: Ralph van Dijk

Producer: Lesley Chambers

Sound Engineer(s): Abby Sie, Simon Kane, Phil Muscatello

Sound Studio: Song Zu/I&G Media

Voice Casting: Ear Casting

Film Production Company/Producer: Mudville Dubai, Cariann Lobo Fernandez

Editor: Christian Heyne

Short explanation

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 a campaign of 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


Sawa Mninjah is a Lebanese charity association registered at the Ministry of Interior Affairs.

“Sawa Mninjah“ means “together we succeed“. The purpose of the organization is to represent
the rights of women and children and protect them from abuse. We fight against abused foreign domestic workers and aim to educate the public and create awareness about abuse.