Sawa Mninjah / LebanonPR Stunts

Rescue Radio.

A charity reached domestic workers locked inside their employers' homes in Lebanon with radio ads that sounded like ordinary retail spots but carried hidden messages of support in their own languages.

Brand: Sawa Mninjah
Agency: Memac Ogilvy Dubai
Market: Lebanon
Region: MENA

The challenge

Many foreign domestic workers in Lebanon are kept inside the homes they work in, out of reach of the charity Sawa Mninjah. Radio was one channel they could still hear.

The idea

The spots aired on popular Lebanese stations and were disguised as everyday ads. They were recorded in languages only the workers would understand, so the help message passed unnoticed by employers. Audio was produced by Eardrum in Sydney, with Ralph van Dijk as audio director.

Case study source: D&AD Source ↗