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.