Sawamninjah: Rescue Radio

There are over 200,000 domestic workers in Lebanon. Most of them are women who come from 3rd world countries such as Philippines, Sri Lanka and Ethiopia. They are in search for better jobs, so that they may support their families back home, but what often awaits them is the harsh reality of physical and sexual abuse. Since most of these abused domestic workers are locked up inside their employer's homes, we decided to 'break' into them with radio ads that bore a secret message. This is a story of how Ogilvy Action Dubai radio ads helped free abused domestic workers all across Lebanon.