RESCUE RADIO, THE RESCUE CONTINUES|短视频,音频|广告营销案例【ADGuider广告指南】

救援电台，救援继续

案例简介：结果和有效性: 求助热线接到的电话增加了 380%，到目前为止，该运动已经拯救了 17 名家政工人，Sawa Mninjah 和他们的人权律师团队正在处理正在进行的个人案件。创意执行: 媒体小组研究了最受欢迎的黎巴嫩广播电台，然后在特定时间定期广告时段购买媒体空间。然后，他们研究了广播媒体景观，并整理了针对我们目标市场的最真实的广告例子。这必须做, 因此，我们的每个广告都可以使用工人可能涉及的主题和制作风格来制作, 每种广告类型的音乐和声乐表演将在该地区创造类似广告的真实表现，这样我们就可以完美地掩盖我们隐藏的信息。见解、战略和想法: 在黎巴嫩，有 200,000 名外籍家庭佣工，大部分来自菲律宾、斯里兰卡、肯尼亚和尼泊尔等国家。他们来到这里，希望在家里支持他们的家人，但实际上，成千上万的人受到身体和性虐待。他们经常被锁起来，几个月内无法离开雇主的家，这使得慈善机构无法向他们伸出援手，而不会吸引虐待他们的雇主不必要的关注。我们必须找到一种独特的方式来接触，如果可能的话，在不提醒雇主的情况下帮助营救这些家政工人。我们用只有家政工人能理解的语言制作广播广告并在受欢迎的黎巴嫩电台播放。他们伪装成典型的广告，闯入雇主的家，通过激起外国家庭佣工的利益来传递我们希望的秘密信息。

救援电台，救援继续

案例简介：Results and Effectiveness: The helpline has received an increase of 380% in calls and so far the campaign has rescued 17 domestic workers and Sawa Mninjah along with their team of human rights lawyers are working on ongoing individual cases. Creative Execution: The media team researched the most popular Lebanese radio stations, then bought media space in regular ad breaks at particular times. They then studied the radio media landscape and collated the most authentic examples of ads aimed at our target markets. This had to be done, so that each of our ads could be crafted using themes workers could relate to, and the production style, music and vocal performances for each type of ad would create an authentic representation of similar ads in the region so we could disguise our hidden message perfectly. Insights, Strategy and the Idea: In Lebanon, there are 200,000 foreign domestic workers, mostly from countries like the Philippines, Sri Lanka, Kenya and Nepal. They arrive hoping to support their families back home but in reality, thousands are physically and sexually abused. Often they are locked up and prevented from leaving their employers' homes for months, making it impossible for charities to reach out to them without attracting unwanted attention from their abusive employers. We had to find a unique way to reach, and if possible, help rescue those domestic workers without alerting their employers. We created radio ads in languages only the domestic workers could understand and played them on popular Lebanese stations. Disguised as typical ads, they broke into employers' homes, delivering our secret message of hope by piquing the interests of the foreign domestic workers.