Cannes Lions

RESCUE RADIO, THE RESCUE CONTINUES

MEMAC OGILVY, Dubai / SAWA MNINJAH / 2014

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Overview

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Credits

Overview

Execution

These radio ads managed to speak directly to workers that were previously unreachable by Sawa Mninjah. The ads had to be very carefully researched and the sound design and voice performances were all about balance. If the production was too elaborate it would stand out and raise suspicion. Too simplistic and the ad would be ignored by everyone. The hidden message

needed to be perfectly disguised. We researched the themes workers would relate to and the production style, music and vocal performances for each type of ad to create an authentic representation of similar ads in the region.

Outcome

The helpline has received an increase of 380% in calls and so far the campaign has rescued 17 domestic workers and Sawa Mninjah along with their team of human rights lawyers are working on ongoing individual cases.

Similar Campaigns

7 items

2 Cannes Lions Awards
RESCUE RADIO

MEMAC OGILVY, Dubai

RESCUE RADIO

2013, SAWA MNINJAH

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