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Rescue Radio - Tagalog Rescue

Award: Wood Pencil

Wood Pencil / Radio Advertising / Radio Advertising over 30 seconds / 2013

In Lebanon, there are 200,000 foreign domestic workers, mostly from countries like the Philippines and Sri Lanka. As they try desperately to support families back home, the reality is that thousands are physically and sexually abused. Often they are locked up and prevented from leaving their employers’ homes, making it impossible for charities like our client, Sawa Mninjah, to reach them. We found a way in. We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical retail ads, they broke into homes, delivering our secret message of hope.

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