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Rescue Radio

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In Lebanon, there are over 200,000 foreign domestic workers from countries like the Philippines, Sri Lanka and Ethiopia. Trying desperately to support families back home, the reality is that thousands are physically and sexually abused. Often they are locked away and prevented from ever leaving their employer's homes. We partnered with four national radio stations, to create a series of radio ads in languages that only domestic workers could understand. Disguised as typical retail commercials, these ads bore a secret message and helpline number. Unnoticed by their employers, the ads delivered a message of hope and a lifeline to those hidden behind walls across the country.
Client

Brand: Sawa Mninjah

Categories: Media and Entertainment, TV and Radio

VMLY&R COMMERCE UAE, 6 years ago