via vimeo.com

Apparently there are over 200,000 foreign domestic workers in Lebanon, many of which suffer from physical and sexual abused by their employers.

Sawa Mninjah, a human rights organisation, offers assistance but how to reach those women who are confined to their employers’ homes?

OgilyAction Dubai and Memac Ogilvy created a series of radio ads in the native languages of the domestic workers so they and only they could understand. Disguised as typically loud and upbeat FMCG commercials, these ads bore a secret message and a helpline number.

The project is ongoing and continues to free abused domestic workers by developing rescue plans tailored to the individual circumstances, with the support of local lawyers.

Very daring and genuinely effective.

Regional Executive Creative Director Geometry Global Asia Pacific