CARITAS LEBANON DIGITAL CAMPAIGN Break the chains. Make the change
Working to support a humanitarian and relevant cause?! Hell yes! We were awarded the 3-month contract to design and implement an online creative campaign initiated by Caritas Lebanon. The aim of the campaign was to shed light on human rights issues inflicted by the Kafala system and encourage public discussions on the rights of migrant domestic works (MDWs) in Lebanon.
The campaign targeted: the general public, migrant workers, host communities, recruitment agencies, international donors, local organizations, policy makers, among others. Our job was to tackle several key points: Sensitize employers and households on equal rights, decent and dignified work, in order to improve employer-employee relations, promote fair recruitment and better protection of MDWs in Lebanon and finally, raise awareness to combat racism, discrimination, human trafficking and advocate access to justice for them. Our objectives were to inform and engage audiences at all times through appropriate content and communication.
CARITAS LEBANON DIGITAL CAMPAIGN
Non-Profit Organization
Lebanon
Capabilities:
Digital Marketing, Corporate Identity, Creative Campaign
A key insight that lead the online creative campaign was a simple fact: Many people are not well informed on the Kafala System and what it entails. We have been used to this system for a very long time and never found reason to question it. Our challenge was to create awareness on the ins and outs of the Kafala System and shed light on the injustices and hardships that those under the system suffered from.
We based our approach on data shared by the EU and Caritas Lebanon and an existing TVC: we needed to sensitize the general public and help them understand the various dimensions of the issue and its scale: discrimination and racism, labor and human rights violations and the vulnerabilities that the Kafala system inflicts on the MDWs.
We launched the online creative campaign that followed the TVC with a main objective to keep our audience empathetic: Get the real-life horrors out and put the audience in the MDW’s shoes. At the time of the campaign’s roll out, Lebanon was going through the pandemic, the Beirut port explosion along with the deflated economic situation. During this particular time, a big number of MDWs were fleeing from their work and employers. Most MDWs found refuge at the Caritas shelter and we were lucky to be able to document the real stories caused by the Kafala System. We used a reverse role concept through social media interactive stories where again the audience saw life through the MDW’s eyes. The campaign went further to educate the public on “what is the Kafala system?” and a call to action on how to create change and give MDWs their rights and humanity back.
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