Sawa Mninjah: Rescue Radio

This case study explains how Sawa Mninjah, a charity in Lebanon, created radio ads to give hope to abused foreign domestic workers without their employers knowing.

Sawa Mninjah: Rescue Radio

Memac Ogilvy & Mather

Summary

Life for foreign domestic workers in Lebanon has been deteriorating steadily for years. Ignored by the legal system, barely paid, poorly looked after and subjected to frequent abuse, their situation resembled slavery more than employment. Worse still, their reprehensible treatment had become publicly accepted practice, giving them little hope for the future.

We needed to find a way to reach them and let them know that wasn't necessarily the case, that there were people willing and able to help them. And we needed to do it in such a way that...

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