The ground-breaking Rescue Radio campaign, produced by Eardrum for Memac Ogilvy Dubai, has topped off an award winning year with 2 golds, 2 silvers and six merits at The One Show.
The campaign has helped to rescue kidnapped foreign domestic workers throughout the UAE, by reaching them via disguised radio ads.
The ads are recorded in the language that the targeted domestic workers would understand that their captors would not. They take the guise of promotion for a pop singer but in reality, contain a message reaching out to the victims and urging them to call their organization for help.
Eardrum’s Creative Director Ralph van Dijk said, “Award success is always nice, but this campaign is changing lives and we don’t often get to say that in our industry. It’s a powerful idea and one we’re proud to have played a part in bringing to life.”
“It’s been a pleasure working on so many exciting campaigns that continue to raise the bar on radio.”
The One Show is the biggest awards competition in the creative calendar, targeting advertising, design, branded entertainment and interactive media.
Eardrum also won a the Silver Siren Award for Best Campaign yesterday with their Dumb Ways to Die campaign for Metro Trains.
You can listen to one of the ads in the Radio Rescue campaign below.